Meat alternatives company Impossible Foods announces a national ad campaign created by Wieden+Kennedy, boldly proclaiming "We Are Meat" in its debut.
In a bold move, Silicon Valley-based tech startup Impossible Foods has launched its first national advertising campaign today, challenging the established Big Beef industry. The campaign, titled "We Are Meat," is intended to promote Impossible Foods' plant-based products as meat alternatives.
Created by agency Wieden+Kennedy Portland, the ads feature images of Impossible Foods' plant-based burgers sizzling on grills, covered in melted cheese, and depicted in multi-layer burgers. However, the ads do not explicitly use the campaign title in each spot. Instead, they introduce Impossible burgers as "meat made from plants."
This use of the term "meat" to describe plant-based products may provoke a response from the beef industry, as Impossible Foods is anticipating backlash from well-funded legacy players. The beef industry may take issue with Impossible Foods' assertion that their products are, in fact, meat.
Actor Scott Glenn provides the voiceover for the ad campaign, emphasising the plant-based nature of the Impossible burgers while also challenging the traditional view of meat. The ads do not shy away from the controversy, with each ad introducing Impossible burgers as "meat made from plants."
Impossible Foods' decision to use the term "meat made from plants" in their advertising is not a new strategy. The company has been using this term in their communications for some time, aiming to highlight the similarities between their plant-based products and traditional meat.
The launch of this national advertising campaign comes at a time when Impossible Foods has experienced significant retail growth. The company, which started with 150 grocery stores, has now expanded to 20,000 stores across the country.
Interestingly, the responsible party for the new national advertising campaign of Impossible Foods in Germany called "Wir sind Fleisch" is the agency BBDO Germany, and the campaign was first aired in August 2023. This suggests that Impossible Foods is not only challenging the Big Beef industry in the United States but also internationally.
As the plant-based food market continues to grow, it will be interesting to see how the beef industry responds to Impossible Foods' bold advertising campaign. Whether it provokes a backlash or encourages more consumers to try plant-based alternatives, one thing is certain: Impossible Foods is not afraid to shake up the status quo.
