Impossible Foods
Strategy | Creative
Impossible Foods is replacing animal meats with sustainable, plant-based alternatives. We created an irreverent campaign encouraging meat eaters to commit to a switch.
Stand out from the crowd
Impossible Foods is redefining the meat industry with bold, plant-based alternatives—and it’s not afraid to say so. At the start of a new year, Impossible wanted to capitalise on the 'new year, new you' sentiment and encourage people to break up with meat.
It’s not you, it’s meat
We built on a campaign idea Impossible was exploring: It’s not you, it’s meat. We expanded this language of breakups into a full creative platform—visuals, messaging, and strategy—naming it Fresh Meat to position Impossible Foods as the vibrant alternative to “dead” meat, while capturing the brand’s challenger spirit.
Lend a helping hand
We gave our campaign ads a bold, one-two messaging punch. Short, sharp break-up lines prompted people to ditch the animal meat holding them back, then a simple sign-off pushed them to move on to better things. Each Impossible Foods’ product had its own break-up call-to-action, which played on the creative possibilities of the campaign idea.
A message impossible to miss
The visuals featured character illustrations that matched the irreverent tone—from a tattooed hipster to an energetic child. Bold background shifts—from dull to vibrant—also marked the visual transition from animal meat to Impossible Foods’ fresh, plant-based alternative. The result created a campaign that wasn’t just about ditching old habits, it was about the excitement of new things. Asserting Impossible's place at the forefront of the plant-based movement.
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