Can you convince carnivores to try plant-based meat?

For the last 10 years, there have been a plethora of food innovations stemming from the popularity of veganism and plant-based diets. However, none of them are quite as well-known as Impossible Foods. The brand produces a plant-based meat alternative that’s said to closely mimic its animal counterpart.

But last year, the company saw their stocks plummet 89% and 20% of its employees were laid off. Ouch.

It probably has something to do with the mass realisation that plant-based foods are:

1. Super processed

2. Have far less protein

3. Cost way more than natural meat

Along with the rise of ancestral eating, whole foods popularity and “carnivore diet” fads, the amount of people reaching for pretend meat has dramatically declined.

But nonetheless, Impossible Meats is back. And they've got a whole rebrand and new campaign that targets the opposite of its desired audience.

Meat eaters.

The brand's decided to lean into the biggest sticking point for its product--meat is too delicious and people eat too much of it.

The campaign calls on consumers to “solve the meat problem with more meat.” The solution being their plant-based alternative.

“We see this campaign as a way to let meat eaters know Impossible meat is the best way to keep eating meat you love, just without a lot of the problems associated with animal meat. Whether you’re a vegan, hardcore meat eater or somewhere in between, we have you covered,” said Impossible’s CMO Leslie Sims.

They’ve also switched up their distinctive teal branding. Their packaging now features the colour red to appeal to the “carnivorous cravings of meat eaters,” the company said.

Strategically positioning themselves in the meat aisle, the brand hopes that seeing the bold colour will reinforce the fact that the products taste, cook and satisfy like natural meats.

From a branding perspective, Impossible Foods has done a good job at targeting the company pain points and flipping them into an enticing campaign. They're retargeting new audiences and attempting to become a part of the conversation again.

Will it be enough to sway public interest? That’s something we will have to wait and see.

-Sophie, Pop Culture Queen