Unattainable Meals Reveals a Tasty Collection of Adverts

The first national campaign for the plant-based food brand was launched by Wieden + Kennedy and is aimed directly at the carnivores among us

The plant-based food sector has undergone a dramatic change in recent years. A recent survey by Ipsos Mori and the Vegan Society found that the number of vegans in the UK quadrupled to 600,000 between 2014 and 2019.

With the increased demand for vegan products, a number of food brands have already shaped the vegetable landscape. Impossible Foods – also known as the creators of the Impossible Burger – was at the forefront of this movement.

The sequel to the company's original viral Impossible Burger was only sold in around 150 grocery stores in the United States a year ago. It's now available in 20,000 stores from Walmart to Amazon Fresh and was announced as the 2020 Beazley Designs of the Year winner.

The company is now pursuing a fruitful 2020 with its first national advertising campaign, We Are Meat. The series of advertisements created with Wieden + Kennedy Portland is not aimed at the loyal group of vegans and flexitarians who are already involved with the brand.

Instead, the campaign targets the avowed carnivores among us with a series of delicious meat films, building on the realization that the main reason consumers choose the Impossible Burger is because it looks, cooks and tastes like beef.

The campaign is a clever way to challenge hardcore meat lovers to break the outdated notion that “meat” comes exclusively from animals – and encourage them to try the Impossible Burger.


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