“We need to welcome consumers into the plant-based space and give them a reason to choose Impossible.”

Plant-based tech giant Impossible Foods has lined up two US national ad campaigns to introduce more people to plant-based foods this summer.

According to Impossible Foods, the campaign’s first spot – a 90-second musical ad – which debuted last night during the 76th Annual Tony Awards broadcast is designed to “familiarize consumers with the concept of plant-based meat and its benefits in a lighthearted, entertaining and memorable way.”

“We need to welcome consumers into the plant-based space and give them a reason to choose Impossible,” Leslie Sims, Chief Marketing & Creative Officer of Impossible Foods, said.

The campaign is called “Making Meat History”. It follows the history of meat through various eras and concludes with a new addition: “the plant.” The ad’s narrator, a historian, entertains the viewers in a light-hearted manner while enlightening them about the benefits of plant-based meat in today’s society.

Second campaign

Through its second campaign called “The Summer of Impossible”, Impossible Foods is looking to position itself as a meat maker for meat lovers using plant-based ingredients.

The campaign showcases the benefits of Impossible products through short, product-focused ads featuring witty conversations between a plant-based Impossible burger and a traditional meat burger.

The brand will introduce several new ads throughout the summer to keep the campaign engaging and entice consumers to try Impossible products throughout the season.

“These campaigns are lighthearted and approachable by design to make a choice between our products and animal meat feel less intimidating,” Sims added.

“We want consumers to know they don’t have to give up the meat they love. Impossible products are meat – just made from plants – so they’re still delicious and have a ton of other benefits.”

Campaign partners

The campaigns have been created in partnership with SUPER SERIOUS, the newly established creative studio led by celebrated actor and television host Terry Crews and his co-founders Matthew O’Rourke and Paul Sutton.

The summer marketing effort is a new approach adopted by Impossible Foods, which has previously only relied on high-profile partnerships, earned media and word-of-mouth, to increase brand awareness.

However, under the new leadership of Sims, the company is ramping up its marketing engine to exhibit a more inclusive and accessible tone for the brand that seeks to transcend vegan and vegetarian audiences and reach as many flexitarian and meat-eating consumers as possible.

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Mohsina Dodhiya

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