Impossible Foods’ Americana ads address the meat problem — with more meat

Dive Brief:

Impossible Foods launched a marketing campaign that targets meat-eating consumers looking for plant-based meat options that are better for public health and the planet, per a press release.
A 30-second hero spot calls on meat eaters to "solve the meat problem" by eating Impossible's burgers, hot dogs and meatballs. The tongue-in-cheek spot features a "bold, Americana aesthetic" and nods to backyard barbecues, hot dog eating contests and motorbike stunts.
The campaign, created by Impossible's in-house marketing team and agency Erich and Kallman with media strategy by Horizon Media, is the brand's first effort under a new brand identity that keys into the craveability of meat.

Dive Insight:

Impossible Foods is promoting its value proposition and brand identity with a campaign that leans into the biggest sticking point for its plant-based meat alternatives: meat is "too delicious" and people eat too much of it. With that in mind, the campaign calls on consumers to "solve the meat problem with more meat” — namely, the plant-based alternatives that the company sells.

“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,” said Leslie Sims, Impossible's chief marketing and creative officer, in a press release.

The campaign's 30-second hero spot, “The Walk,” follows a stereotypically mid-century all-American man as he makes Impossible's pitch while knocking burgers out of hands and food off of tables, replacing meat with plant-based alternatives. After walking through a backyard barbecue, a hot dog eating contest and a suburban home, the man encourages consumers to “punch cholesterol in the face” before getting on a motorbike and bursting through a wall.

The hero spot will debut today (May 6) during the “Live from E!: Met Gala” telecast. The campaign also includes product-focused 15- and 6-second ads that feature the brand's burgers, hot dogs, meatballs, nuggets and sausage patties. One spot features the same character as the hero spot manning a grill, explaining that Impossible made meat out of plants “because we aren't quitters.”

Impossible over the next several months will integrate the campaign across consumer touchpoints and channels, including creator partnerships, in-store marketing, shoppable recipes and digital out-of-home in New York, Los Angeles and Atlanta. The effort is a collaboration between the brand's in-house team and creative agency Erich and Kallman, with a full-funnel media strategy by Horizon Media.

The campaign is the first effort under a new brand identity launched in March that keys in on the “craveability of meat” and uses bold red packaging to engage meat eaters with plant-based products. The refresh was created with branding agency Jones Knowles Ritchie, the agency behind several recent refreshes in the CPG space.

Impossible Foods and rivals like Beyond Meat saw increased popularity during the pandemic, but have faced slumping sales as consumers have sought cheaper options. Impossible is targeting a "liquidity event" that could include a public offering in the next few years, CEO Peter McGuinness told Reuters last week.