Impossible Foods _
Making plants America’s meat
Beef is America’s meat. But not merely because it’s juicy and delicious.
Beef is seared into our mythology. It’s the sizzle of the grill; the campfire, cattle drives, cowboys and ranchers.
Impossible’s plant-based meat is a product specifically aimed at meat-lovers. So we celebrated the nostalgia and whimsy of America’s deep-rooted love of meat, and told the stories of Impossible’s new food frontier.
01 _
Plant Ranch
We kicked off our campaign by rustling up a buzz and teaming up with our biggest national partner, Burger King, to create an immersive Western experience outside Butte, Montana.
Greetings from Impossible’s Plant Ranch — Green Mountain Gulch.
The B-K Saloon
The local watering hole is a throwback to the Wild West. At the B-K Saloon, Impossible is always on the menu and we’re slingin’ all the plant-based grub you can handle.
Save a cow, ride a plant
Any cowboy bar worth its salt has a mechanical bull. Only ours is a plant-based, bucking topiary.
Feed our cows meat
On this ranch cattle are free-range. Feel free to feed ‘em, as long as it’s wholesome, plant-based Impossible meat.
Kick up your boots and stay awhile
Rustic ranch lodging is available to guests through our partnership with Under Canvas.
02 _
Square Dancin’
For those who couldn’t make it out to the Ranch, we kept the Impossible story going by taking over the meat aisles and grocery stores.
Square dance your way to a tasty plant patty, partner.
03 _
Impossible Dime Novels
We’re including a limited run of dime-store cowboy novels in the packaging with our delicious patties.
Every installment in the series is a juicy cliff-hanger. Be sure to pick up your copy next month.
04 _
Bringing the campfire to your kitchen
Scent is the strongest sense tied to memory. So we rolled out our Frontier Incense Kit.
Now, no matter where you rustle up some Impossible, you can have that crackling, campfire smell of Oak, Hickory, or Impossible Piñon to complete your New Food Frontier experience.
The New Food Frontier
CW _ Ben Ward AD _ Andrew Brown