Solving the Meat Problem With More Meat!

We know there are problems with meat, but aren’t willing to compromise on the taste and satisfaction of eating it. Plant-based options can feel like a lesser substitute. But not Impossible—Impossible's meat from plants is so deliciously meaty it's almost indistinguishable from meat from animals.

Ergo “Solving the Meat Problem with More Meat.” A creative platform designed to reframe Impossible as meat made better: all the meat yum without any of meat's yuck.

The 360 effort kicked off at the Met Gala (appropriately themed 'The Garden of Life") where we served Impossible hors d'œuvres during E!'s red carpet broadcast. From there the platform activated across the entire funnel in TV, digital/social, audio, OOH and in-store.

And it worked: we saw significant lifts in aided & unaided awareness, consideration, trial and achieved a $9.00 avg ROAS (almost 2x our goal). More meat!