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The Drum

Impossible Foods: We Are Meat by Wieden + Kennedy Portland

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Marking its first ever national advertising campaign, the fake meat producer Impossible Foods is letting the US know, 'We Are Meat'.

Devised by Wieden+Kennedy Portland, the campaign aims to drive wider consumer awareness of its iconic Impossible Burger by unapologetically claiming its status as meat.

Currently, 82% of sales go on animal-derived meat, and so Impossible Foods intends to target those consumers.