Impossible Foods: “We Can Have Our Meat and Eat It, Too”
Is the solution to America’s overconsumption of meat… more meat? That’s the clever premise behind Impossible Foods’ latest ad campaign, “We can have our meat and eat it, too.” Created by the award-winning agency Erich and Kallman, this campaign promotes Impossible Foods’ plant-based, zero mg-cholesterol meat products. The ads highlight mouthwatering burgers, nuggets, hot dogs, meatballs, and more, showing them seared on a grill, steaming in a sub sandwich, and sizzling in the oven. They look and taste just like traditional meat.
A New Approach to Meat Consumption
“Meat lovers don’t have to be meat quitters,” said Eric Kallman, Founder and Chief Creative Officer of Erich and Kallman. “Our goal was to show that Impossible meat offers the same taste, texture, and satisfaction as traditional meat. By showcasing Impossible meat being enjoyed in familiar, meat-lover ways, we’re challenging preconceived notions and encouraging people to try it for themselves.”
A Major Pop Culture Launch
The campaign’s launch is set to make a significant impact, starting with a feature during E! News Live’s May 6th Met Gala pre-red carpet coverage. A-listers will sample Impossible Foods offerings as they prepare for fashion’s biggest night. Following this, ads will air during major cultural events, including the NBA playoffs, the Olympics, and The Bachelor. The campaign will also appear in subway stations, at bus stops, on buses, and at EV charging stations in major U.S. cities. Digital and social media efforts will include shoppable recipes, partnerships with content creators, and targeted digital ads.
Leaning into Craveability
“We’re going big and leaning into the craveability of meat, introducing Impossible as another delicious option for both plant and meat lovers,” said Leslie Sims, Chief Marketing & Creative Officer at Impossible Foods. “This campaign is the result of a close collaboration between Impossible’s in-house team and the creative minds at Erich and Kallman. We share a commitment to innovative thinking and are thrilled with the energy and excitement this campaign brings.”
A Bold Statement
This campaign boldly declares that we don’t have to give up meat to enjoy the benefits of plant-based eating. By presenting Impossible Foods in a way that appeals to traditional meat lovers, it encourages everyone to consider plant-based alternatives without sacrificing the meat experience they love.
Conclusion
Impossible Foods’ “We can have our meat and eat it, too” campaign, created by Erich and Kallman, is a creative and compelling push to redefine what meat can be. By targeting both plant-based and traditional meat lovers, this campaign aims to show that plant-based meat can satisfy even the most devoted carnivores. With a broad reach across various media and high-profile events, Impossible Foods is set to make a significant impact on the food industry and consumer habits.
This professional campaign titled ‘We can have our meat and eat it, too’ was published in the United States in May 2024. It was created for the brand: Impossible Foods, by ad agency: Erich and Kallman. This Integrated medium campaign is related to the Food industry and contains five media assets.
