Impossible Ranch

Impossible was born out of its mission to save the planet by changing the way we eat. Our team put that mission into action when we created Impossible Ranch. We transitioned a working cattle ranch in South Carolina into an IRL farm where we grew the crops that go into our products, and showed people how we make meat the new way—from plants.

To launch the ranch, we deployed a social-first campaign on Earth Day asking our fans to name our newly rescued cows on TikTok. Timotheé Chalamoo was by far my favorite.

Once the ranch was launched, it became a brand-owned social studio where we created content to educate our fans about our ingredients, reinforce our mission and just generally capture cute cow stuff. Impossible Ranch was an ambitious marketing act of love to manifest the brand's important mission and operationalize a first-of-its-kind approach to social content production.