Impossible Foods unveils major US marketing campaign

To introduce new customers to the plant-based category, Impossible Foods announced that it will launch two US national advertising campaigns this summer. Designed to appeal to a broad range of consumers, the campaign’s first spot – a 90-second musical ad – will premiere this Sunday, June 11 during the 76th Annual Tony Awards® telecast.

“We need to welcome consumers to plant-based spaces and give them reasons to make the impossible choices.”

According to Impossible, the campaigns aim to reach a larger consumer base of flexible and meat-eaters with a light and accessible message. The first campaign titled “Making Meat History”, Explores the history of meat up to the present day, when the narrator introduces meat from a new animal called a “plant”.

Impossible says the ad introduces consumers to the concept of plant-based meat in a fun and entertaining way.

Making meat history ads
©Impossible Food

funny ad

Second campaign “The Summer of Impossible” features a series of short, product-focused vignettes, including humorous conversations between a conventional beef burger and an Impossible Burger.

Vignettes highlight the health and environmental benefits of the Impossible Burger, and new spots will be launched throughout the summer. Both campaigns were created in partnership with Super Serious, a new creative studio led by actor Terry Crews and co-founders Matthew O’Rourke and Paul Sutton.

Advertising for plant-based burgers
©Impossible Food

New marketing direction

The new marketing effort is part of adopting a more inclusive and accessible brand tone, says Impossible. Until now, the company has shied away from traditional advertising, instead relying on partnerships, earned media and word of mouth to drive brand awareness.

But under the new leadership of chief marketing and creative officer Leslie Sims, Impossible is ramping up marketing to drive trials and win new customers.

The Impossible Burger at Applebee's
© Impossible food

“We need to welcome consumers to a plant-based space and give them a reason to choose Impossible,” says Sims. “These campaigns are light and approachable by design to make the choice between our products and animal meat feel less scary. We want consumers to know they don’t have to give up the meat they love. Impossible products are meat – made only from plants – so they are still tasty and have many other benefits.”

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