Impossible Burger, Made of Plants, Snuck Its Product Into Meat-Loving Chicago

W+K designs a 'meateasy'

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It’s no surprise that a fake-meat burger would feel obligated to sneak into famously carnivorous Chicago. And that’s exactly what Impossible Burger did last night, with a pop-up underground “meateasy,” or speakeasy for faux beef.

For three hours at an undisclosed location on Division Street in Wicker Park, the godless heathens could devour the brand’s plant-based patties, known to uncannily mimic real beef, out of the public eye. Naturally, the fake feast was hidden behind a fake butcher’s fake storefront.

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