'The New New Impossible™ Burger' campaign was released this past June in conjunction with the launch of Impossible Foods' newest recipe. The ad breaks down the evolution of Impossible Foods' revolutionary product and addresses misconceptions and past consumer feedback questioning the meat alternative's health benefits.
First launched in 2016, the original Impossible Burger has had a multitude of fans and critics alike with this informative campaign aiming to spotlight the company's transparent and honest approach to marketing. It also showcases how its new recipe is both healthier and tastier, while bringing the company closer to its ultimate mission -- a goal to completely replace animals in a normal food system.
The ad stars Impossible Foods founder and CEO Pat Brown who takes viewers through the company's key goals, its dedication to changing the world and its focus on efficiency, sustainability, cost of production, flavor, texture and nutritional value.