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Problem Solved #19: Impossible Foods on cooking up a mainstream ad attack

There's a high possibility you'll be seeing a lot of this burger soon.

To mark the launch of our new manifesto – setting out The Drum’s editorial mission to help readers solve their problems – we’re christening today Solutions Day on And to set the tone, over the course of 24 hours our team of worldwide journalists will be spotlighting 24 recent examples of times when our industry demonstrated its remarkable talent for solving problems.

Problem: Having shored up early adopters, the popular plant-based meat brand is looking to dial up mainstream awareness next year.

Solution: Turn up the volume with meat eaters through messaging about taste, nutrition and sustainability.

A Super Bowl spot could be on the table as Impossible Foods looks to become a mass market product. Here’s how it plans to be provocative and pervasive in 2021:

  • The brand will explore traditional advertising for the first-time, including TV.

  • As well as this, its chief comms officer says it will embrace a lean-in agenda for PR when it comes to being called a “phony burger”, etc.

  • It will also actively invest in methods such as in-store testing to see which message resonates with customers and where.

  • The plant-based brand has plans to be provocative rather than offering “mushy in the middle messaging”.

People want to be part of a movement, “to be a part of something bigger than themselves”, says chief comms officer Rachel Konrad.

“We are torching the planet in order to put more cows on it to satisfy the demand for meat. That’s not sustainable.“

Read more Problem Solved articles in our Solutions Day hub.

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