Work

Impossible

Getting meat eaters to eat meat made from plants

Impossible Foods had a problem — business was lagging because there wasn’t enough demand for its plant-based meat products. So, the company decided to pivot and go straight to animal-based meat lovers, aiming to build excitement around adding Impossible meats to their repertoire.

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 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 turning the tables, 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.