Impossible Foods Kicks Off Major Summer Marketing Effort With the Launch of Two New National Advertising

Logo BenzingaBenzinga
2023-06-09 13:29:00  • 7 mins

Created to introduce consumers to Impossible products and the broader plant-based category, Impossible's all-new ads will run throughout the summer

Impossible Foods is gearing up for summer with the launch of two new national advertising campaigns designed to introduce consumers across the country to the plant-based meat category as well as Impossible's brand and products.

This press release features multimedia. View the full release here:

Premiering this Sunday, June 11 during the 76th Annual Tony Awards broadcast, Impossible's "Making Meat History" campaign is a rollicking 90-second musical advertisement. It explores the history of meat through the ages and up to the present day, when the musical's "historian" narrator introduces meat from a new animal called "the plant." Impossible created the ad to familiarize consumers with the concept of plant-based meat and its benefits in a lighthearted, entertaining and memorable way.

The second campaign, "The Summer of Impossible," serves to stake the company's claim as a maker of meat for meat-lovers that just happens to be made from plants. It highlights the many benefits of Impossible products through a series of shorter, product-focused vignettes featuring quippy dialogues between an Impossible Burger and a burger made with animal meat. Impossible will continue to introduce new vignettes throughout the summer to keep the campaign fresh and entice consumers to put Impossible on their shopping list all season long.

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