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Case Study

Meatless Farm Company Logo

Breaking Meatless Farm into the Crowded U.S. Market

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The Value We Created

  • 135+

    Pieces of business and consumer press coverage in the first 6 months

  • BYND

    Meatless Farm was cited as the reason for a drop in Beyond Meat’s stock shares after CVM publicized its entry into Whole Foods.

  • Gold Stevie

    Channel V Media’s work won a Stevie for the “Communications Campaign of the Year” in the Food & Beverage category.

  • Inbound Demand

    Press coverage about the brand drove the interest of major U.S. grocery chains, QSR chains, meal kit companies and airlines.

  • Skipping to the Front

    Meatless Farm regularly appeared side by side in media coverage with the 2 U.S. category leaders: Beyond Meat and Impossible Burger.

  • Traffic to Local Stores

    Local and national media stories increased in-store demand at the 450 Whole Foods Market stores that sell them.

Press: Meatless Farm

The Brief

UK plant-based meat company Meatless Farm, known widely in the UK for its meat-free patties and ground, had seen success selling into European grocery retailers before expanding into the U.S. market.

Despite being a household name in the UK, Meatless Farm was completely unknown in the United States.

Branded Buns
Meatless Burger Spread

The Challenge

At the time the company entered the U.S., its two dominant competitors still had their first‑movers advantage.

Beyond Meat (NYSE: BYND) had just gone public on the NASDAQ and Impossible Foods had recently rolled out its Impossible Whopper at Burger King, among thousands of other QSR and restaurant locations.

And like Meatless Farm, a number of other U.S. brands were also gearing up to introduce their plant-based meat alternatives to American audiences.

Taking Meatless Farm to Market

Press: Meatless Farm
We arranged 1:1 interviews with key U.S. business and trade outlets, including Bloomberg, Reuters and Cheddar, and secured coverage in major news outlets across the country.

Entering U.S. Media Conversations — and Staying in Them

Meatless Farm had recently secured a contract with Whole Foods Market stateside. We leveraged the company’s debut in the grocer’s 450 store locations to make Meatless Farm’s presence known, both to U.S. consumers and other grocery retailers and restaurants who might carry its products in the future.

We maintained market momentum by reinforcing the company’s expansion into the U.S. with news of its new CMO, a former executive at Coca-Cola.

We then transformed every other business initiative, no matter how big or small, into an opportunity to speak to a now attentive media.

This fast-follow strategy officially transformed the market newcomer into a brand to watch.

Press: The Drum
Press: Media Post
Fox Business Press Coverage
In a market dominated by Beyond Meat and Impossible Foods, a new competitor is setting up shop.
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North American Limited NYC
Meatless Farm’s Founder Morten Toft Bech and CVM at Bloomberg’s New York office ahead of a 1:1 interview.
Meatless Farm’s Founder Morten Toft Bech and CVM at Bloomberg’s New York office ahead of a 1:1 interview.
Meatless Farm’s Founder Morten Toft Bech and CVM at Bloomberg’s New York office ahead of a 1:1 interview.
Meatless Farm at NYSE
After going live with Cheddar, which films at the New York Stock Exchange, The Meatless Farm team and CVM made time for a quick picture.
The British are coming for a piece of the US plant-based alternative meat market, and it’s pushing shares of Beyond Meat lower.
Business Insider Logo
Meatless Farm Food Truck at Event
Meatless Farm already had a stronghold in the UK and Europe. Rather than play the role of unwitting newcomer; we helped the brand position as a worthy international opponent to domestic brands.

Positioning for Widespread Adoption

The Meatless Farm narrative needed to be far larger than simply, “an unknown UK company enters the U.S. market.”

Instead, we positioned the company as a tried-and-tested UK brand that had already seen immense success overseas.

While its competitors were positioned as technological marvels, we highlighted Meatless Farm’s role as a family friendly brand, building on the company’s founding story of a father creating a product that could be enjoyed by a family with varying dietary restrictions and preferences.

We also differentiated the company’s products based on taste profile. While other products played up their distinctly meaty taste, Meatless Farm’s products had a flavor profile that let families season the meal to their liking, making it easier to incorporate into any meal.

Press Coverage: The Wall Street Journal
Press Coverage: The Drum
Press Coverage: eMarketer
Kasper Vesth at Cheddar

Should the Meat Aisle Become the Protein Aisle?

Meatless Farm’s products are available in the refrigerated meat aisle, rather than in the frozen section, where many of its competitors’ products live.

We helped Meatless Farm reinforce this differentiator by posing an open-ended question to consumers via media outlets like Cheddar.

One day you could be walking down the ‘Protein Aisle’ instead of the ‘Meat Aisle’ at the grocery store thanks to the rise in plant‑based meat alternatives. The Meatless Farm is one company pushing for the change.
Cheddar News Logo
Media Mailer 1
The Labor Day BBQ kit included branded reusable bags, water bottles, cutlery sets and spatulas along with meat-free burgers and a recipe card.

Creating Consumer Demand at Home

To get Meatless Farm product directly into the hands of more than 100 media and influencer contacts, we dreamed up BBQ-inspired Labor Day kits.

This press mailer received rave reviews from editors and producers at The TODAY Show, The Rachael Ray Show, Live with Regis and Kelly, Cheddar, Eater, VICE, Thrillist and many more.

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