overview
Impossible Foods set out to change the way the world sees plant-based eating by introducing their revolutionary meatless burger to meat-lovers across the board. To make an impact in key markets like Austin, New York, and Los Angeles, we created a buzzworthy campaign that would resonate with meat lovers together with QSR partners–Bareburger and Hopdoddy.
Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Influencer & Partnerships
Creative Strategy
Be: Branding & Consulting
Research & Insights
Do: Products & Experiences
Events & Experiential
Packaging & Product Design
Cultural Programming
Challenge
How do we convince meat lovers that a plant-based burger can deliver on taste, texture, and satisfaction?
Solution
Experiencing is believing. We created the Impossible BurgerFest, an immersive campaign designed to introduce the Impossible Burger. Through pop-up consumer sampling events, eye-catching out-of-home installations and influencer activations, we brought the burger to life.
Burger-fied pedicabs, interactive art installations, and live cooking demos became the centerpiece of the campaign, giving audiences the chance to see, taste, and believe. For those unable to attend, we amplified the experience with real-time, shareable content on Instagram that captured the energy and excitement of each event — cementing the Impossible Burger as a true game-changer for meat lovers everywhere.
outcome
Key Cities
Burgers Served
Social Impressions
guy with a new tattoo
increase in social engagement