This series originally aired in 2024.

It's May 2022, El Segundo, California.

In his office, meeting with Beyond Meat's marketing team,

51-year-old Ethan Brown hovers his finger over the play button on a video.

The clip is the final cut of a new Beyond Meat online ad.

The ad features an endorsement from a big celebrity who once broke the internet.

Kim Kardashian.

I believe so much in the mission of Beyond Meat,

but I've stepped into help with my greatest asset, my taste.

This plant-based meat is not only amazingly delicious, but it's also better for you and better

for the planet.

It's a simple change that makes a really big difference.

And now that I'm Beyond Meat's chief taste consultant, there's never been a better time to go beyond.

Woo!

Ethan and his team exchange high fives.

This is phenomenal, guys.

Great work.

When the ad debuts in late May, Beyond Meat is racking up debt and bleeding cash.

It hopes Kardashian can stem the bleeding.

But when the ad debuts on Kardashian's Instagram,

some of her hundreds of millions of followers think they've caught her fake chewing the faux meat.

And that makes news at Entertainment Tonight.

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