![The banner image for the Fresh Meat campaign for Impossible Foods.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c769757ea33947ebe8562_impossible-foods-fresh-meat-campaign-human-after-all-design-agency.jpg)
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.
![Campaign messaging for the Impossible Foods Fresh Meat campaign.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c769f769ab4d6145204f0_campaign-messaging-fresh-meat-campaign-impossible-foods.jpg)
![Impossible chicken nuggets held by an illustrated hand for the Impossible Foods Fresh Meat campaign.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c76be7062283d7cdb564f_chicken-nuggets-fresh-meat-campaign-impossible-foods.jpg)
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”.
![A Fresh Meat campaign asset for Impossible Foods. The messaging is, "Dump the beef" and there's an illustrated hand holding an Impossible meatball.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/6490cba4e43982f156e99f92_dump-the-beef-fresh-meat-campaign-impossible-foods.jpg)
![The website banner image for the Fresh Meat campaign for Impossible Foods, seen on a laptop top screen.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c7722ca39bef38e3cbede_website-fresh-meat-campaign-impossible-foods.jpg)
Crowd-pleasing cooking
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.
![A packet of Impossible meatballs being swiped out of view by an illustrated hand holding a crooked cane.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c7728de04f72e8ac77f17_meatballs-fresh-meat-campaign-impossible-foods.jpg)
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.
![Impossible chicken nuggets held between the thumb and first finger of an illustrated hand.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/648c773216ce408e2c969d8b_nuggets-fresh-meat-campaign-impossible-foods.jpg)
Thank you
Thank you to Mei Støyva, who created the stunning illustrations on this project, and to the fantastic team at Mowe studio for their animation expertise.