Calvin Cordozar Broadus Jr. — better known by his hip hop alias Snoop Dogg — is bringing a whole new meaning to the term ‘activist investor.’
More recently, the hip hop star has been approaching his investment into the plant-based protein producer Beyond Meat with similar gusto. Taking up a position as brand ambassador for Beyond, Snoop has been putting his mouth where his money is in a role that has seen him tweet a “shout-out” from an enormous green van in honour of Beyond’s sizzling initial public offering in May; Beyond shares went on to surge 167% on the first day of trading.
Dunkin’s ‘Employee of the Month’
Then, in November, Snoop was dancing and serving up Beyond Sausage sandwiches from behind the tills of Dunkin’ in Southern California — where he won Employee of the Month. Adding to that accolade, he has just helped Dunkin’ launch his own culinary creation, a preposterously salty and sweet ‘Beyond D-O-Double G Sandwich.’
Available for one week only, the sandwich features a Beyond Breakfast Sausage patty with egg and cheese, served on a sliced sugar-glazed donut. Vegan fans of the rapper’s musical opus may be disappointed by his latest culinary creation: neither the donut, nor the egg or cheese, are vegan. But this is far more of a savvy consumer publicity stunt aimed at enticing in the growing reducetarian and flexetarian demographic in the US.
“When I got the chance to work at Dunkin’ for the Beyond Sausage Sandwich launch, I got to thinking about what other Beyond Meat sandwiches we could create. Being around my favorite glazed donuts got me inspired,” Snoop said this week in an interview published on the Dunkin’ Blog.
‘Glazzzed for days’ and a Beyond Bash
According to a press release sent to AFN, guests can request the sandwich at the front counter or drive-thru at participating Dunkin’ shops nationwide until January 19. Dunkin’ and Snoop have also collaborated on a limited-edition online pop-up shop that will debut later this month. The Beyond Collection by Dunkin’ x Snoop will offer exclusive apparel such as a green tracksuit – inspired by Snoop’s outfit in the Dunkin’ ad – emblazoned with the words “Glazzzed for Days” on the back, joggers featuring Dunkin’ and Beyond icons and the word “Glazzzzy” down the leg; as well as a bomber jacket, sweatshirt, t-shirts and a beanie. For anyone in the mood to celebrate this news, Dunkin’ is also throwing a Beyond Bash, welcoming guests to enjoy a complimentary sample of the Beyond Sausage Sandwich on January 24 and January 25.
Dunkin’ has been an early mover on these plant-based sausage options, which it describes as offering “the delicious taste and texture of a juicy, savory breakfast sausage patty … made with 100% plant-based protein and a mix of spices crafted specifically for Dunkin’. Ounce-for-ounce, compared to a traditional pork breakfast sausage patty, the Beyond Breakfast Sausage patty at Dunkin’ has more protein and iron, 44% less saturated fat, 50% less total fat, 37% less sodium and no cholesterol.”
Beyond’s plant-based rival, Impossible Foods, just launched its own pork alternative at the Consumer Electronics show in Las Vegas last week — no sign as yet of Impossible investor rappers touting them in quick-serve restaurants, but with the publicity success Snoop is having, don’t rule it out.
Have you tried the ‘Beyond D-O-Double G Sandwich?’ Let us know how it tasted at email@example.com