Impossible Foods is rolling out a massive new marketing campaign—its first one since introducing a new brand identity back in March.
“Meat eaters have historically shrugged at meat from plants as something that’s not for them—but that couldn’t be further from the truth,” said Leslie Sims, Chief Marketing and Creative Officer of Impossible Foods. “We see this campaign as a way to let meat eaters know Impossible meat is the best way to keep eating meat you love, just without a lot of the problems associated with animal meat. Whether you’re a vegan, hardcore meat eater, or somewhere in between, we have you covered. The more believers we bring on board, the better the planet will be.”
The new campaign targets meat-eating consumers, prompting them to search for better meath options, such as those from plants. Rather than force meat-eating consumers to change their lifestyle, the new work from the brand offers a reframing of “meat” by presenting meat from plants as a great-tasting solution, a press release stated.
The campaign features a lead 30-second commercial that includes a direct call-to-action for meat eaters to solve the “meat problem” with more burgers, hot dogs, and meatballs from plants. In addition, this brand strategy also includes a series of shorter, product-focused advertisements to introduce more consumers to Impossible’s portfolio of plant-based beef, chicken, and pork.
Impossible also plans to integrate campaign content across every consumer touchpoint over the next several months: from creator partnerships to in-store marketing, shoppable recipes, and more. Hundreds of digital billboards and kiosks, transit stations, electric vehicle charging stations, and double-decker buses will also catch the attention of consumers across the New York City, Los Angeles, California, and Atlanta, Georgia, markets. To learn more, click here.
As the brand continues pushing consumers toward the plant-based space, DMN will be here with more industry updates.
