Trending Summer” and its bratwurst. (See what they did there?) In April 2025, Beyond Meat and French food-tech company La Vie staged a light-hearted flame war on social media, eventually launching a burger collab at UK chain Honest Burger. They’re calling it a “brand-mance,” and all of Instagram is rooting for them. But it’s about more than just attention-getting and joke-making. As Nature’s Fynd Chief Marketing Officer Karuna Rawal has said, “A well-craft-ed campaign built on deep consumer insights can change behavior and culture.” Yes, the marketing moves are funny, silly and even arch, but they’re also directing issues and opening up opportunities for thought, conversation and perhaps even systemic change. Take, for example, Redefine Meat’s 2022 “Cow Repurposing Institute” marketing blitz. The image of a cow massaging a human elicits laughs, but the idea that there’s something else a steak dinner might have wanted to do with its life is sobering, if you think about it. I see Heura not as a plant-based meat company, but as a vehicle for social change. We are going to change the way we think about food. —Heura CEO Marc Coloma, on how his company uses advertising to promote conversation about the environmental impact of food manufacturing. MT_ALT-MEAT-HALF_HORIZONTAL_7x6.pdf 1 3/4/2025 4:48:51 PM attention to important PRODUCT INSPECTION SOLUTIONS Reduce costs, optimize efficiencies and protect your brand. Boost Your Productivity Embrace Digitalization Combat Rising Costs METTLER TOLEDO offers a full suite of technologies to boost productivity, increase profits, combat rising manufacturers’ costs, and safeguard brand reputation. Metal Detection X-ray Inspection Checkweighing Vision Inspection Data Management Solutions www.mt.com/pi
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