Beyond Meat has launched a six-part digital campaign for its Beyond Immerse protein drink fronted by New York Knicks guard Josh Hart, built around the premise that Hart carries two cans at all times, one for himself and one for a best friend. With that friend, described only as a famous teammate who is “a little busy lately,” now unavailable, Hart stages nationwide auditions for a replacement worthy of the second can. The series, titled “Best Friend Auditions,” runs as episodic storytelling rather than a single hero film. It follows a stream of increasingly eager applicants competing for the role, each discovering that some friendships cannot be replicated. Beyond Immerse first appeared in January 2026 through limited drops on the company’s Beyond Test Kitchen direct-to-consumer platform.