BEYOND SAUSAGE®

PARTNER MARKETING GUIDE JULY 2019

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BEYOND SAUSAGE ® OVERVIEW

Behold Beyond Sausage ® a modern miracle of meatiness created from simple plant-based ingredients, applied in fresh ways. Peas, rice, and fava beans provide the protein and trace amounts of beet lend a meaty color. Coconut oil ensures mouthwatering juiciness and it’s all wrapped inside a remarkable, 100% plant-based casing. The result is an uncompromisingly savory sausage, bursting with flavor, made directly from plants.

We’ve developed the following guide and toolkit to help create a sizzling launch of Beyond Sausage ® with our restaurant partners. The guide covers branding and messaging, with a special focus on how you can tap into the tremendous media and consumer buzz for Beyond Sausage.

We’re thrilled to have you as a Beyond Meat ® partner and excited for you to share in the Beyond Sausage ® success.

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INTRODUCING

BEYOND SAUSAGE ®

The Revolutionary Plant-Based Sausage That Looks, Sizzles, & Satisfies Like Pork

• 16G of plant-based protein

• 38% less sat fat*

• 43% less total fat*

• No soy or gluten

• No GMOs (Non-GMO Project Verified)

• Kosher certified

• 100% plant-based casing

*Per Cooked Link Comparison of Beyond Sausage and Pork Sausage

**NPD Study, March 2016

“70% of meat eaters are substituting a non-meat

protein in a meal at least once a week, and 22%

say they are doing it more often than a year ago”

INSIGHT: Mainstream

consumers—not just

vegetarians—are looking

for plant-based options.

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TAP INTO THE BUZZ: There’s huge awareness and excitement for The Beyond Burger, but it’s

been in limited distribution. Demand is pent up. Let your customers know you have The Beyond

Burger!

10B Media impressions in 2018; a strong reflection of Beyond Meat’s relevance and acceleration.

MEDIA AND CONSUMER BUZZ

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A RECIPE FOR BEYOND SAUSAGE ®

PARTNER SUCCESS

*See following slides for details, links to turn-key tools you can use

• Menu Display: List Beyond Sausage ® prominently on menu board / menu – tap into the buzz!

• Staff Training: Train staff: sample product and equip with product cheat-sheet.*

• Digital Promotion: Leverage your social media, website, and newsletter

• Sampling: Sample your guests at high-traffic times to turbo-boost trial –tasting is believing!

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MENU DISPLAY: BEST PRACTICES

• Feature (or incorporate) Beyond Sausage® in the item name for menu/board.

• Example: Beyond Sausage® or Brat-Style Beyond Sausage ®

• Include Beyond Sausage® description in menu listing. Suggested copy below.

• Brat-Style Beyond SausageFeaturing Beyond Sausage® – the revolutionary plant-based sausage with 16 grams of protein this German-style sausage build features sauerkraut…etc

• “Beyond Sausage®” is a registered trademark and should include “®” in first mention.

• “Beyond Meat®” is a registered trademark and should include “®”

INSIGHT:

Meat eaters are 56% less likely to

order an item when it’s placed in a

separate vegetarian part of the

menu. Feature The Beyond

Burger alongside traditional beef

burgers to reach meat eaters

where they look for protein!

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STAFF TRAINING

• To get team members excited, we recommend sampling Beyond Sausage at your next staff

meeting. Tasting is believing!

• We’ve put together a simple, one-stop cheat-sheet for Beyond Sausage. It has FAQs,

ingredients, nutritionals, and cooking instructions—all as quick reference for staff or guest

questions.

• FAQs HERE

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DIGITAL PROMOTION: COMMUNICATION GUIDELINES• Preferred way to talk about Beyond Sausage

• “A plant-based sausage”

• “A sausage made directly from plants”

• Preferred ways NOT to refer to Beyond Sausage

• Veggie sausage, meat alternative, meat substitute, mock meat, fake meat

• Beyond Sausage Taglines

• The world’s first plant-based sausage that looks, cooks and satisfies like pork without GMOs, soy, or gluten.

• The missing link that serves up all the mouthwatering sizzle and juicy satisfaction of pork sausage, with all the benefits of plant protein

• Made from plants, made for meat lovers.

• Claims you can make:

• Beyond Sausage is vegan, vegetarian, free of GMOs, gluten, soy and dairy.

• Beyond Sausage has 38% less sat fat than pork sausage

PHOTOGRAPHY TIPS:• Meaty and Substantial

• Juicy/Moist links – brush

w/ oil

• Try to use the Beyond

Meat logo/ flag

• Grill marks!

• Toppings & Props: drive

taste appeal & occasion,

but never take center

stage from the sausage;

recommend using vegan

toppings only

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DIGITAL PROMOTION:SOCIAL MEDIA PRACTICES

• Promote partnership/ products across all platforms

• Include delicious-looking photos or videos in your posts for high engagement. We suggest classic sausage visual cues that will entice carnivores & vegetarians alike.

• Create branded content (animation, GIFs) to use on social media to create excitement and shares

• IG stories are a great way to amplify buzz – be sure to tag us so we can quickly repost to our story.

• Share customer experiences – we leverage UGC on a weekly basis and have found it gets the best engagement and drives loyalty to the brand.

• Reward fans via giveaways & special offers to drive foot traffic and increase awareness

• Suggested Posts:

• Have you heard?! The revolutionary #BeyondSausage from @beyondmeat is here! 100% plant-based. 100% delicious.

• On the menu starting today: @beyondmeat’s#BeyondSausage. Made from plants, made for meat lovers.

TAP INTO THE BUZZ:Tag us on social (in caption & photo) so

we can find and repost your content to

our 1M+ fans!

• Tag: @BeyondMeat

• Hashtag:

#BeyondMeat

#BeyondSausage

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SAMPLING: TASTING IS BELIEVING!

• Sampling drives high trial interest – it quickly wins over carnivores & vegetarians alike.

• We recommend sampling during high-traffic times, while guests are in line.

• Beyond Sausage® can easily be cut into 1/6th for sampling.

• Sidewalk sampling can be a good way to drive new traffic into your store, given that Beyond Sausage is such a one-of-a-kind item.

• “16 grams of plant based protein” gets peoples attention.

BEYOND SAUSAGE®

RECIPE IDEAS

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RECIPE LINKS

• Chef Spike’s Original Brat: Recipe

• Beyond Sausage Stuffed Pasta Shells: Recipe

• Roasted Garlic and Italian Sausage Pasta: Recipe

• Beyond Brat Breakfast Burrito: Recipe

• Find More Recipes HERE

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Posters - 11”x17” Window Clings – 11”x17” Menu Inserts – 4”x6”

Table Tents – 4”x6”Toothpick Flags

Butcher Paper

(front) (back)

(front) (back)

AVAILABLE POP - EXAMPLES

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Dark Option4”x6”

Light Option4”x6”

TABLE TENTS

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POSTERS

Dark Option11”x17”

Light Option11”x17”

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All clings available - 11”x17”

WINDOW CLINGS

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Digital:

Menu Inserts – Here

Posters

• Light – Here

• Dark – Here

Table Tents

• Light – Here

• Dark – Here

Window Clings

• Now Serving Beyond Sausage - Here

• Now Serving Beyond Meat - Here

• Just Beyond These Windows - Here

• Just Beyond This Door - Here

Print:

Menu Inserts – Here

Posters

• Light – Here

• Dark – Here

Table Tents

• Light – Here

• Dark – Here

Window Clings

• Now Serving Beyond Sausage – Here

• Now Serving Beyond Meat – Here

• Just Beyond These Windows – Here

• Just Beyond This Door - Here

POP LINKS

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LINKS TO BRAND ASSETS

PRODUCT / COMPANY LOGOS

• Beyond Meat Logo – white text

• Beyond Meat logo – black text

• Beyond Sausage Logo - white text, one line

• Beyond Sausage Logo - black text, one line

• Beyond Sausage Logo - white text, two lines

• Beyond Sausage Logo - black text, two lines

SOCIAL MEDIA/WEB

• Instagram: @BeyondMeat

• Facebook: @BeyondMeat

• Twitter: @BeyondMeat

• YouTube: @BeyondMeat

• Pinterest: @BeyondMeat

• Web: BeyondMeat.com

SAUSAGE PHOTOS for reference

• Beyond Sausage Hero

• Beyond Sausage Penne Skillet

PMS COLORS

Beyond Meat Green

CMYK: 058 000 088 000

RGB: 117 193 084

PMS: 360C

HEX#: 75C154

Beyond Meat Charcoal

CMYK: 069 068 060 070

RGB: 046 040 042

PMS: 412C

HEX#: 2E282A

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RGB 117 193 084

CMYK 058 000 088 000

PMS 360 C

HEX# 75C154

RGB 228 088 044

CMYK 000 076 096 000

PMS 1665 C

HEX# E4582C

RGB 255 202 020

CMYK 000 020 090 000

PMS 123 C

HEX# FFCA14

RGB 035 188 186

CMYK 070 000 030 000

PMS 319 C

HEX# 23BCBA

RGB 046 040 042

CMYK 069 068 060 070

PMS 412 C

HEX# 2E282A

STEP 1 STEP 2

THANK Y UTHANK Y U