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 images of the company’s award-winning burgers. Produced by Portland, Oregon-based Wieden+Kennedy, the advertisements claim that Impossible Burger, which contains no animal ingredients, is meat for meat lovers – made from plants.
The concept challenges the notion that meat must come exclusively from animals. Impossible Burger, which contains no animal ingredients, animal hormones or antibiotics, tastes like beef and is hailed as a triumph of food engineering – the result of nearly a decade of research and development.
“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 with U.S. television, digital and social elements including five TV spots: “We Love Meat,” “Meat Places,” “Yes We Do, “Mmmmmmmmmm” and “300%”.
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’ SVP of Marketing Jessie Becker.
The company’s largest marketing campaign comes after a year of growth for Impossible Foods.
Redwood City, California-based Impossible Burger was sold in about 150 grocery stores one year ago; it’s now available in more than 20,000 grocery stores nationwide — a more than 100 times increase in Impossible Foods’ retail footprint. Production has increased sixfold since 2019, both in Oakland and at multiple plants owned by co-manufacturing partners.