April 7, 2021

Impossible Foods Launches First National Advertising Campaign: “We Are Meat”

Impossible Foods is launching its first national advertising campaign as the leading food tech startup accelerates growth and takes advantage of mounting economies of scale.

The campaign, titled “We Are Meat,” features TV spots with the meaty, mouth-watering images and salacious sizzle of the company’s award-winning burgers. Produced by Portland, Ore.-based Wieden+Kennedy, the advertisements proudly and unapologetically claim that Impossible Burger, which contains no animal ingredients, is meat for meat lovers — made from plants.

“We are investing in a nationwide campaign to show Americans that Impossible products deliver the whole delicious, meaty experience people crave — without the disastrous environmental toll of livestock,” said Impossible Foods CEO and Founder Dr. Patrick O. Brown. “We can replace yesterday’s ridiculous, animal-based technology with a categorically better way of transforming plants into meat. And we can do it with zero compromise on taste, nutrition, convenience or family traditions.”

The first national integrated campaign for Impossible Foods kicks off today with US television, digital and social elements including five TV spots: “We Love Meat,” “Meat Places,” “Yes We Do, “Mmmmmmmmmm” and “300 percent ”.

The ads specifically target meat eaters who haven’t yet tried Impossible products. (Nine out of 10 people who eat Impossible products today are meat eaters.)

“Once people try Impossible Burger they are blown away by its taste. But consumers are skeptical based on years of sub-par experiences with conventional, plant-based products. We built this campaign to introduce Impossible products to consumers nationwide as delicious meat — no qualifications or compromises needed,” said Impossible Foods’ Senior Vice President of Marketing Jessie Becker.

Watch the TV ads here.

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