We can have our meat and eat it, too

Is the solution to America’s overconsumption of meat…more meat? That’s the witty concept behind Impossible Foods’ new ad campaign for its plant-based, zero mg-cholesterol meat products. Produced by independent, award-winning agency Erich and Kallman, the campaign declares “we can have our meat and eat it, too” in the form of Impossible Foods’ mouthwatering burgers, nuggets, hot dogs, meatballs, and more. A series of vignettes showcase them seared on an outdoor grill, piping hot in a sub sandwich, and sizzling in the oven—looking and tasting as delectable as…well, meat.

“Meat lovers don’t have to be meat quitters,” said Eric Kallman, Founder and Chief Creative Officer of Erich and Kallman. “Our goal was to help Impossible show them that they don’t have to sacrifice taste, texture, or satisfaction by eating plant-based. To drive that home, we presented Impossible meat being devoured in the same ways – with the same enjoyment – as traditional meat, challenging preconceived notions of what makes meat ‘meat’ and giving them a reason to try it themselves.”

A massive, pop culture-driven launch
Erich and Kallman’s campaign will soon be everywhere, including during the broadcast of E! News Live’s May 6th Met Gala pre-red carpet coverage – where A-listers will also have a selection of Impossible Foods offerings to sample as they prepare for fashion’s biggest night. Spots will then run across tentpole cultural events including the NBA playoffs, the Olympics, and the upcoming season of The Bachelor. Ads will also appear in subway stations, at bus stops, on buses, and at EV charging stations in major U.S. cities. Highly coordinated digital and social media components will include shoppable recipes, content creator partnerships, and digital and social advertising.

“We’re going big and leaning into the craveability of meat, introducing Impossible as another delicious option for both plant and meat-lovers,” says Leslie Sims, Chief Marketing & Creative Officer, Impossible Foods. “This campaign is a result of close collaboration between Impossible’s in-house team and the world-class creatives at Erich and Kallman, who share our scrappy mentality and commitment to out-of-the-box thinking and who match our energy and excitement. We’re thrilled.”