Impossible Foods, a developer of plant-based meat substitutes, has been recognized for its excellence in Marketing, particularly in the categories of brand campaign and plant-based foods, in the 2024 Just Food Excellence Awards.
The Just Food Excellence Awards celebrate the greatest achievements and innovations in the food industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry.
Impossible Foods won the award for its Brand Campaign by launching a bold new brand identity that effectively repositioned plant-based meat as a desirable alternative for traditional meat consumers. The award recognizes the company’s comprehensive marketing campaign, which targeted meat-eating consumers with a message that reframed plant-based meat as a delicious solution to environmental and health concerns.
Innovative brand identity captures meat eaters’ attention
Impossible Foods has embarked on a transformative journey with its new brand identity, which is designed to appeal to traditional meat consumers. The introduction of a striking red aesthetic is more than a mere color change; it symbolizes the company’s ambition to make plant-based meat as desirable as its animal counterpart. This bold visual identity is intended to reflect the craveability of meat, a core aspect of Impossible Foods’ mission to redefine what consumers expect from plant-based products. The company has already seen success in attracting meat eaters, with 90% of its consumers identifying as such. This statistic underscores the effectiveness of their strategy in reaching beyond the typical plant-based audience.
The new packaging, which prominently features the red design, is crafted to stand out on shelves and communicate the message that plant-based meat can satisfy carnivorous cravings. This strategic move has been instrumental in attracting a broader audience, including those who may not have previously considered plant-based options. The brand identity was developed in collaboration with the globally-acclaimed branding agency Jones Knowles Ritchie (JKR), highlighting the strategic partnership that contributed to its success. This partnership ensured that the brand’s visual and messaging elements were aligned with its goal of appealing to the carnivorous cravings of meat eaters across the full consumer journey, from digital experiences to in-store interactions.
Comprehensive marketing campaign targets meat-eating consumers
Under its revamped brand identity, Impossible Foods launched a major marketing campaign aimed at meat-eating consumers. The campaign’s central message, “We’re solving the meat problem with more meat,” cleverly reframed plant-based meat as a solution rather than a compromise. This message was designed to resonate with consumers who are aware of the environmental and health issues associated with traditional meat consumption but are not willing to sacrifice taste or satisfaction. By presenting plant-based meat as a delicious alternative, the campaign positioned Impossible Foods as a forward-thinking brand that offers solutions without requiring consumers to change their lifestyles.
The use of familiar Americana aesthetics in advertisements, such as backyard barbecues and hot dog eating contests, created a relatable and inviting atmosphere for meat eaters. Strategic placements during high-profile events like the Met Gala have amplified the campaign’s reach and impact, introducing the brand to a wider audience. This multifaceted approach includes digital billboards, transit advertising, and influencer partnerships, underscoring the company’s commitment to engaging consumers at every touchpoint. The campaign was executed in collaboration with Erich and Kallman, and the media strategy was developed by Horizon Media, reflecting the deep collaboration between internal and external teams. This comprehensive strategy not only broadens Impossible Foods’ reputation beyond a burger brand but also establishes it as a full-fledged meat brand, capable of competing with traditional meat products in taste and appeal.
Impossible Foods’ marketing efforts have not only strengthened its brand presence, but also contributed to the growth of the plant-based meat category. By effectively communicating the benefits of plant-based meat and appealing to meat-eaters, the company has demonstrated an innovative approach to expanding its market.
Company Profile
Impossible Foods, Inc. (Impossible Foods) develops plant-based substitutes for meat, dairy, and fish products. It offers various food products such as burgers by using natural ingredients such as wheat, potatoes, and coconut oil, sausage, burritos, frozen patties, breakfast sandwiches, casseroles available in spicy and savory flavors, nuggets, chicken nuggets, meatballs, and pork made from plants. The company operates in Hong Kong, Canada, Australia, Singapore, UAE, and the US. Impossible Foods is headquartered in Redwood City, California, the US.
Links
Website: https://impossiblefoods.com/
