In this file:

 

·         Impossible Foods Declares ‘We Are Meat’ in First National Ad Campaign From Wieden+Kennedy

The plant-based brand wants to redefine "what meat is"

 

·         Impossible Foods’ First TV Commercial Will Challenge Meat Like Never Before

Impossible Foods’ new “We Are Meat” ad campaign is targeted at meat-eaters and sends the message that meat does not have to come from animals.

 

 

Impossible Foods Declares ‘We Are Meat’ in First National Ad Campaign From Wieden+Kennedy

The plant-based brand wants to redefine "what meat is"

 

By T.L. Stanley, Adweek

Apr 5, 2021

 

Impossible Foods, the Silicon Valley-based tech startup that’s seen explosive retail growth in the past year—with a leap from 150 grocery stores to 20,000—launches its first national ad campaign today with a message sure to rattle the cage of the Big Beef industry.

 

“We Are Meat,” from agency Wieden+Kennedy Portland, features a voiceover from actor Scott Glenn alongside images of the brand’s plant-based burgers sizzling on grills, covered in melted cheese and stacked into juicy, multi-layer burgers.

 

While the new spots don’t actually include the campaign title, “We Are Meat,” each introduces Impossible burgers as “meat made from plants”—and the brand is preparing for backlash over the term “meat” from well-funded legacy players in the beef category.

 

“We’re opening up the definition of what meat is,” said Jessie Becker, the brand’s svp of marketing. “Our statement is both simple and incredibly bold.”

 

Consumers, especially those who have not sampled faux meat or have been disappointed by veggie burgers of the past, still need some convincing, Becker said...

 

more, including video ad [0:30 min.] 

https://www.adweek.com/agencies/impossible-foods-declares-we-are-meat-in-first-national-ad-campaign-from-wiedenkennedy/

 

 

Impossible Foods’ First TV Commercial Will Challenge Meat Like Never Before

Impossible Foods’ new “We Are Meat” ad campaign is targeted at meat-eaters and sends the message that meat does not have to come from animals.

 

by Anna Starostinetskaya, VegNews

April 6, 2021

 

This month, plant-based company Impossible Foods is launching its first television advertising campaign “We Are Meat.” The campaign—which will also run on digital and social media channels—features five short television commercials that feature the Impossible Burger sizzling on a grill. Created to target meat-eaters, the campaign aims to challenge the notion that meat must come exclusively from dead animals with a simple message: Impossible Burger is meat for meat lovers—made from plants. Currently, nine out of 10 consumers of the plant-based Impossible Burger are meat-eaters.

 

“We are investing in a nationwide campaign to show Americans that Impossible meats deliver the whole delicious, meaty experience people crave—without the disastrous environmental toll of livestock,” Impossible Foods CEO and Founder Dr. Patrick O. Brown said. “We can replace yesterday’s ridiculous, animal-based technology with a categorically better way of transforming plants into meat. And we can do it with zero compromise on taste, nutrition, convenience, or family traditions.”

 

Impossible’s mission to replace animal products

 

In September 2020, the Impossible Burger was available at 150 grocery stores. Today, the plant-based burger is sold at approximately 20,000 grocery stores nationwide, including Costco, Trader Joe’s, Target, Walmart, and Kroger—which means 90 percent of Americans are within 10 minutes of an Impossible Burger. And customers are increasingly buying the plant-based burger at the expense of cow meat. In September 2020, 72 cents of every $1 spent on Impossible Burger came at the direct expense of animal products (a displacement rate of 72 percent). In March 2021, Impossible Burger’s displacement rate of animal products rose to 82 percent and the company’s goal is to raise that rate to 100 percent.

 

To compete with beef on price, Impossible Foods has slashed the wholesale price of its plant-based products by 15 percent twice...

 

more, including  links

https://vegnews.com/2021/4/impossible-foods-tv-commercial