Impossible Foods has beefed up its marketing efforts by tapping into television host and former football star Terry Crew’s agency, Super Serious, for a major summer campaign.
The collaboration marks the debut of the creative studio, which was co-founded by Matthew O’Rourke and Paul Sutton, and aims to make plant-based meats more approachable to consumers as well as introduce Impossible’s brand and products.
The “Making Meat History” campaign, a humorous 90-second musical ad, delves into the history of meat through the ages to the present and concludes with the narrator introducing meat from a new animal called “the plant.” The spot premiered during the 67th Annual Tony Awards broadcast and was directed by Emmy-award winning film and music video director, Jake Scott.
“We need to welcome consumers into the plant-based space and give them a reason to choose Impossible, said Impossible Foods Chief Marketing & Creative Officer, Leslie Sims.
“These campaigns are lighthearted and approachable by design to make the choice between our products and animal meat feel less intimidating. We want consumers to know they don’t have to give up the meat they love. Impossible products are meaty – just made from plants – so they’re still delicious and have a ton of other benefits,” she added.
The “Summer of Impossible” campaign, meanwhile, uses shorter, product-focused vignettes and quippy dialogue between the company’s signature Impossible Burger and a burger made of animal meat to highlight the benefits of the California-based company’s products.
With a more inclusive and accessible tone to reach as wide an audience as possible, Impossible’s summer campaign noticeably diverges from its previous marketing efforts, which relied on high-profile partnerships, earned media, and world-of-mouth to increase brand awareness.
In a press release, Impossible Foods said that under the leadership of Sims, who joined the brand in January, the company is ramping up its marketing engine to invite new consumers to make the summer “The Summer of Impossible.”
Impossible Foods will continue unveiling new spots under the campaign throughout the summer.