In Episode 13 of this season’s Digital and Dirt podcast, Ian welcomes Chris Riney, Paid Media Lead at Beyond Meat, to discuss his professional path, strategies in media buying, and the challenges of marketing innovative products like plant-based meat. 

In this episode Chris discusses:

• Career Journey: His transition from TV ad sales to digital media and how adaptability, continuous learning, and diverse roles shaped his expertise.

• Marketing Challenges: Tackling misinformation, addressing cultural preferences, and educating consumers on incorporating plant-based products without sounding preachy.

• Audience Segments: How Beyond Meat targets plant-based enthusiasts, health-conscious newcomers, and skeptics with tailored messaging and education.

• Media Strategies: Using search, influencer content, recipes, and programmatic out-of-home advertising to drive awareness and trial while staying top-of-mind at grocery stores.

• Global Expansion: The importance of local insights and collaboration to navigate cultural differences and regulatory challenges in international markets.

To learn more about Chris Riney and Beyond Meat tune in to this podcast episode available on all podcast platforms including Spotify and Apple Music.