Impossible Foods
The Problem
Even though Impossible meat looked, tasted, and cooked like animal meat, the company had hit a growth wall. Getting vegetarians to love their products was easy, getting the rest of meat-eating America to love them was not.
To meet their business goal of turning up to half of meat eaters into Impossible eaters, the company would have to undergo a significant brand refresh to change their minds.
The Solution
Because the entire plant-based category was oriented around vegetarians, we needed a different approach that would shake up the animal agricultural industry and appeal to a wider demographic.
By stratagically positioning Impossible not as a plant-based meat, but as a meat from plants, we gave ourselves permission to be in the meat isle, integrating into the cultural occasions loved by meat lovers, ditching the plant green for a meaty red, and reminding you that Impossible can be just as satisfying as animal meat.
The Work
Agency: JKR
Brand Strategy, Visual ID, Portfolio Architecture, Cultural Engagement Strategy
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