Impossible Foods is on a mission to replace animal-based meat products with more sustainable options. In an increasingly crowded market, Impossible needed a campaign to lure even die-hard carnivores.
Ditch dead meat
We seized upon a statement Impossible were toying with: it’s not you, it’s meat.
While reflecting the company’s irreverent tone, the campaign idea used the language of relationship break-ups to signal it might be time for something new.
No minced words
Each campaign ad ran a bold, one-two messaging punch. Short, sharp break-up lines prompting people to dump animal meat, coupled with a simple sign-off to move on to better things and, “get with Impossible”.
The campaign visuals were an extension of the effervescent Impossible brand. We used illustration and animation to communicate the brand’s character and personality — essential in the crowded plant-based foods market.
Better and brighter
With its bold graphics and unapologetic sentiment, the campaign offered a fresh look at meat-eating and made one thing clear: animal products are well past their sell-by-date.