Impossible foods
Campaign
Graphic Design
Copywritting
This campaign was made individually for an admission test.
Campaign
Graphic Design
Copywritting
This campaign was made individually for an admission test.
Campaign for “Impossible foods”, a company that produces plant-based substitutes for meat, and has a great untapped potential. The objective is to sell plant-based hamburger patties in the retail and foodservice markets. The early adopters targeted are among meat eaters and flexitarians.
The purpose of the campaign is to increase the awareness of the Impossible Burger product, driving an increase in sales within the retail food market and fast-casual foodservice market. The target group is early adopters among meat lovers and flexitarians, who are interested in a great taste and have a lack of time; they are also concerned with health, environment, and animal welfare. The core insight is that it should target meat lovers (as opposed to vegetarians) and focus on the appearance and taste of the Impossible Burger, which is indistinguishable from real meat patties. The tone of voice should be simple, straightforward, and fun.
The purpose of the campaign is to increase the awareness of the Impossible Burger product, driving an increase in sales within the retail food market and fast-casual foodservice market. The target group is early adopters among meat lovers and flexitarians, who are interested in a great taste and have a lack of time; they are also concerned with health, environment, and animal welfare. The core insight is that it should target meat lovers (as opposed to vegetarians) and focus on the appearance and taste of the Impossible Burger, which is indistinguishable from real meat patties. The tone of voice should be simple, straightforward, and fun.
The campaign will kick start with a series of promotional events, like an evening with a DJ and good burgers, Vinyl & Burgers. The text “I am not a cow” coming from a cow (real-size cow models from Cow Parade, see cowparade.com, painted using the colors of the campaign), is a fun way to say that these are plant-based burgers that taste like real burgers. “Taste the difference” is a direct call to action, to taste the Impossible Burger.
Once the early adopters are engaged via promotion events, they will receive gift vouchers that can be used in the supermarket for the Impossible Burger patties, so they can try the product at home. To “win” these vouchers, they can be asked to do a test quiz, for example.
A media package will be created to support journalists, influencers, and early adopters in disseminating information about the brand. These are elements of the media package, such as campaign visuals and infographics showing the benefits of plant-based meat.
