Work

Impossible

Solving the meat problem with more meat

Mass produced meat is a burden on our environment and our health. Impossible foods takes that burden out the equation with their tasty plant-based meats but they had a problem – how do they get meat eaters to understand that? That’s where we came in with the campaign “Solving the meat problem with more meat,” making the case that Impossible IS meat, just better for you and the world.

The Challenge

After years of rapid growth, the plant-based category hit a wall—sales slowed in 2022 and declined in 2023, as consumers grew wary of “hyper-processed” foods. Impossible Foods was holding stronger than most, but growth meant reaching beyond vegans and vegetarians. The real challenge? Convincing meat lovers to eat less animal meat, without feeling like they were giving anything up.

The Solution

Instead of preaching to the converted, Impossible flipped the script by talking directly to carnivores. The campaign, “Solve the Meat Problem with More Meat,” leaned on humor and surprise. A red-blooded meat lover crashes BBQs and hot dog contests, urging others to eat more meat—plant-based meat, that is. By poking fun at the absurdity of solving overconsumption with “more meat,” Impossible reframed its product as both delicious and sustainable. The result: a message that caught skeptics off guard, made them laugh, and got them curious enough to try.