Impossible Foods taps Terry Crews’ agency Super Serious for national campaigns

• Impossible Foods launched two recent national promoting campaigns timed to summer, based on a press release. The efforts are supposed to position the brand as more inclusive and accessible.
• The first campaign, “Making Meat History,” is a 90-second musical commercial poking fun on the differences between meat and plant-based alternatives. The second campaign, “The Summer of Impossible,” uses shorter spots and comedic dialogues to advertise the advantages of plant-based options.
• The two campaigns were handled by agency Super Serious, which was co-founded by actor Terry Crews, and represent the agency’s debut. Strategy for the hassle sees Impossible leaning more into traditional media than it has up to now.

Impossible Foods goes big this summer, tapping into recent marketing muscle from Terry Crews’ Super Serious to generate creative designed around approachability. The tie-up marks the debut of Super Serious, also founded by Matthew O’Rourke and Paul Sutton, a alternative credited to the three founders’ appreciation of Impossible’s purpose, per release details.

Both of Impossible’s recent efforts take a comedic approach to plant-based options, which could help the brand resonate with recent audiences. The first campaign, “Making Meat History,” notably leans on music to color an image of the long-spanning history of meat, as told by a musical “historian” who eventually introduces plants as a “recent animal.” The 90-second spot debuted on June 11 through the Tony Awards and is directed by Jake Scott.

https://www.youtube.com/watch?v=EuafTp1vfmo

The second campaign, “The Summer of Impossible,” utilizes shorter, product-focused vignettes to again tout the advantages of plant-based alternatives, playfully pairing an Impossible Burger and a burger made with animal meat for spots reliant on quippy back-and-forth dialogue. The brand will proceed unveiling recent spots under the campaign throughout the summer.

The two campaigns are supposed to communicate to consumers that the alternative to purchase plant-based products doesn’t have to come back on the expense of eating meat, based on Leslie Sims, chief marketing and artistic officer of Impossible Foods.

“We want consumers to know they do not have to present up the meat they love. Impossible products are meat – just constituted of plants – so that they’re still delicious and have a ton of other advantages,” said Sims in the discharge.

The latest efforts by Impossible mark a departure from its typical marketing strategies, which have historically included high-profile partnerships, word-of-mouth and earned media versus sustained traditional promoting, per the discharge. The moves are also a few of the first under Sims, who joined the team in January after most recently serving as a top marketer for Deloitte Digital.

A heavy marketing push by Impossible also comes because the larger plant-based industry finds itself in a little bit of a slump. Last yr, competitor Beyond Meat saw stock slump and market gains begin to stall. In the primary financial quarter of 2023, Beyond Meat saw net revenue fall 15.7% year-over-year, while Impossible Foods has yet to go public.