As a brand that proudly makes delicious plant-based meat alternatives, Field Roast has long championed life without beef. Now they’re taking things one step further. Introducing: ” NO BEEF,” a campaign aimed at highlighting the benefits of going beef-free, on your plate, but more importantly, in your life.

By tapping into the massive trend of music industry beefs, inspired by the explosive rivalry between Kendrick Lamar and Drake. The campaign uses targeted Spotify ads about music beefs, which play on playlists featuring artists known for their feuds. It also features the voice of legendary podcaster and music historian Alan Cross, host of the popular show Ongoing History of New Music, which often explores famous feuds between musicians.