Joey Chestnut x Impossible

How do you convince a nation of skeptical carnivores that Impossible's meat from plants is legitimately meaty? You enlist the biggest meat eater who has ever lived, who just so happens to be an Impossible superfan.

We teamed up with Joey Chestnut to be our #MoreMeatMondays ambassador. A play on the popular trend #MeatlessMonday, #MoreMeatMonday invited consumers to chow down on Impossible on Mondays to get more Meat, not less.

When word got out about our partnership, a meat competitor banned Joey from their annual hot dog eating contest. This move broke the internet and instantly made Impossible go viral. With social media engagement increasing 16,000%, the unexpected cultural pairing of Joey Chestnut & Impossible was the stuff of internet legend.