Impossible Foods Announces 'We are the Meat' in Debut National Advertising Campaign Led by Wieden+Kennedy
Impossible Foods, the California-based company known for its plant-based burgers, is making waves in the food industry with its first national advertising campaign. Launching today, the campaign aims to disrupt the traditional beef industry and challenge the status quo.
The ad campaign, titled "We Are Meat," is the brainchild of agency Wieden+Kennedy Portland. It features actor Scott Glenn providing the voiceover, depicting images of Impossible Foods' plant-based burgers sizzling on grills, and showcasing multi-layer burgers made from the plant-based meat. The burgers are even shown covered in melted cheese, making them indistinguishable from their traditional counterparts.
Each ad in the campaign introduces Impossible burgers as "meat made from plants," a move that could potentially stir controversy within the beef industry. The opponents of Impossible Foods may be concerned about the use of the term "meat" for plant-based burgers, as it could be perceived as a threat to the traditional beef category.
Patrick Brown, the founder and longtime public face of Impossible Foods, is anticipating backlash over the use of the term "meat." However, he is prepared to face opposition from well-funded players in the beef industry. The beef industry's potential response could involve challenging the use of the term "meat" for plant-based products.
The new ad campaign may spark debate or controversy within the beef industry due to its use of the term "meat" for plant-based burgers. Impossible Foods is experiencing significant retail growth, expanding from 150 grocery stores to 20,000 in the past year, and the beef industry may perceive this growth as a threat to their traditional category.
Despite the potential backlash, Impossible Foods is confident in its mission to provide sustainable and delicious plant-based alternatives to traditional meat. The company is set to continue challenging the Big Beef industry and promoting a more sustainable food future.
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