​Mojo Supermarket’s flair for satire has created a smear campaign against its own client, Beyond Meat. Yes, it’s a parody mocking misinformation about plant protein products.

The mock smear campaign, calling out “cropaganda”, features exaggerated warnings that encourage viewers to protect themselves from the “evil plant agenda” and absurd claims about ingredients such as being grown in dirty dirt and using ‘green rocks’ (avocados). It ends with a simple call to action – read the label and decide for yourself.

The campaign aims to counter distrust in plant protein products created by smear campaigns against it, copying the tactics and using hyperbole to make them ridiculous and encourage people to question assumptions and take a closer look at the product for themselves. Ironically, its device of mimicking smear campaigns that invariably hide or twist facts, highlights the brand’s transparency.

The hero commercial is supported by 15-second and six-second spots and OOH to replicate an ad blitz, with everything from legal disclaimers to ‘I approve this message’ tags to underline the parody.