Impossible Wants To ‘Solve The Meat Problem With More Meat’

Impossible Foods has launched a new marketing campaign aimed at attracting more meat-eaters by positioning its plant-based meat products as a solution to the "meat problem." The campaign, which uses the tagline "We’re solving the meat problem with more meat," highlights the deliciousness of traditional meat while emphasizing the health and environmental benefits of choosing plant-based options. The company hopes to reframe plant-based meat as a great-tasting alternative for meat-eaters without requiring them to change their lifestyle.

The campaign includes a commercial that debuted during Live from E!: Met Gala, targeting American meat-eaters with a humorous call-to-action to solve the "meat problem" by eating more meat from plants. Impossible Foods is working to change perceptions of itself as just a burger brand and position itself as a full-fledged meat brand offering products with convincing meaty tastes and textures. The company's rebranding includes new packaging and messaging to appeal to meat-eaters and highlight the benefits of choosing meat from plants.