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Impossible Foods Is Launching a National Advertising Campaign

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Some people probably believed this wasn’t possible when Impossible Foods began in 2011. But 10 years later, it’s more than possible because it’s happening: The plant-based food company Impossible Foods said it is launching its first national advertising campaign as the Redwood City, Calif.-based company accelerates growth and takes advantage of mounting economies of scale.

The campaign, titled “We Are Meat,” features television spots of the company’s award-winning burgers. Impossible Foods said the advertisements “proudly and unapologetically claim” that Impossible Burger, which contains no animal ingredients, is meat for meat lovers made from plants.

“We are investing in a nationwide campaign to show Americans that Impossible products deliver the whole delicious, meaty experience people crave,” said Impossible Foods CEO and Founder Dr. Patrick O. Brown.

The first national integrated campaign for Impossible Foods kicked off April 6 with U.S. television, digital, and social elements including five TV spots: “We Love Meat,” “Meat Places,” “Yes We Do, “Mmmmmmmmmm” and “300%”.

The ads specifically target meat eaters who haven’t yet tried Impossible products. (Nine out of 10 people who eat Impossible products today are meat eaters, according to the company.)

“We built this campaign to introduce Impossible products to consumers nationwide as delicious meat — no qualifications or compromises needed,” said Impossible Foods’ Senior Vice President of Marketing Jessie Becker.

Impossible Foods said its largest marketing campaign comes after a year of blockbuster growth. A year ago, Impossible Burger was sold in about 150 grocery stores — it’s now available in more than 20,000 grocery stores nationwide. Production has increased six-fold since 2019.

Impossible Burger is now available at Albertsons, Kroger, Publix, Safeway, Sprouts, Target, Trader Joe’s, Walmart, Wegmans and many others, as well as online platforms including Amazon Fresh, Walmart.com, Kroger.com, Farmstead and Imperfect Foods.

To drive new levels of trial and repeat purchase, Impossible Foods recently cut suggested retail prices by 20% for grocery stores throughout the United States. The latest price cut — the third double-digit cut in the past year — brings the company’s suggested retail prices for Impossible Burger to $5.49 for patties and $6.99 for a 12-ounce package. (On-shelf prices may vary depending on location and retailer.)

The company said the price cuts are the direct result of growing demand and economies of scale for its products. Brown said Impossible Foods plans to keep cutting prices until it undercuts the average price of commodity ground beef from cows — an achievement possible within the next couple of years, Brown said.

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