Impossible Foods Proclaims "We Are the Meat" in Debut National Advertising Campaign under Wieden+Kennedy's Guidance
In an audacious move, Silicon Valley-based tech startup Impossible Foods has launched its first national advertising campaign today, challenging the Big Beef industry with its plant-based burgers. The campaign, titled "We Are Meat," created by agency Wieden+Kennedy Portland, showcases Impossible Food's meat-like products sizzling on grills, covered in melted cheese, and stacked into multi-layer burgers.
Each ad introduces Impossible burgers as "meat made from plants," a term that is expected to provoke a significant response from the beef industry. The beef industry's backlash is anticipated to come from well-funded legacy players who view the use of the term "meat" to describe Impossible burgers as a direct challenge to their traditional products.
Actor Scott Glenn lends his voice to the advertising campaign, delivering the message in a compelling manner. However, the campaign title, "We Are Meat," is not explicitly mentioned in the ads. Instead, the focus remains on showcasing the plant-based burgers as a viable alternative to traditional meat.
Impossible Foods has experienced substantial retail growth in the past year, expanding from 150 grocery stores to 20,000. The ad campaign's goal is to rattle the cage of the Big Beef industry and further solidify Impossible Foods' position in the market. The company is anticipating backlash over the use of the term "meat," but remains undeterred in its mission to disrupt the traditional meat industry.
The ad campaign's voiceover is provided by Santiago Ziesmer, adding an extra layer of authenticity to the advertisements. Impossible Foods' plant-based burgers are marketed as meat-like products, aiming to appeal to consumers who are looking for a sustainable, environmentally-friendly alternative to traditional meat.
As the ad campaign unfolds, it will be interesting to see how the beef industry responds to Impossible Foods' bold move. The company is prepared for potential backlash, but remains confident in the quality and appeal of its plant-based burgers. The future of the meat industry may be about to change, and Impossible Foods is at the forefront of this shift.
