Advertising company MediaCom secures partnership deal with plant-based food leader Impossible Foods to handle their media operations.

Impossible Foods, the plant-based protein brand, has unveiled its first national campaign titled "We Are Meat." The campaign, created by Wieden+Kennedy Portland, aims to broaden the brand's appeal and challenge the traditional perception of meat.

The "We Are Meat" campaign is a key part of Impossible Foods' expansion strategy. The brand is seeking to appeal to beef-minded consumers, not just those with a plant-based diet.

The campaign features a voiceover from actor Scott Glenn, who encourages viewers to "Taste the impossible, and you'll know you're not eating meat." The advertisement expands the term 'meat' to include Impossible Foods' plant-based alternatives.

Impossible Foods is working with GroupM's MediaCom, Adweek's Global Media Agency of the Year, to reach a broader audience. No further comments were made about the relationship between the two parties. OMD Germany is the media agency for the "We Are Meat" campaign.

The campaign is likely to stir controversy among more carnivorous-minded consumers. However, Impossible Foods is confident that its plant-based alternatives can satisfy meat lovers while promoting a more sustainable food system.

The expansion of Impossible Foods' appeal is nationwide, with the brand now available in over 17,000 restaurants across the United States. The campaign is aimed at reaching a broader audience, encouraging more people to try Impossible Foods' plant-based alternatives to meat.

Impossible Foods is a brand focused on plant-based proteins, using ingredients like soy, wheat, and coconut oil to create its products. The company's mission is to make delicious, sustainable, and nutritious food accessible to everyone.

With the "We Are Meat" campaign, Impossible Foods is taking a bold step towards challenging the traditional meat industry and promoting a more sustainable food future. The campaign will run across various media platforms, including television, digital, and out-of-home advertising.

As the demand for plant-based alternatives to meat continues to grow, Impossible Foods is well-positioned to lead the way. The "We Are Meat" campaign is just the beginning of the brand's efforts to expand its appeal and promote a more sustainable food system.