Impossible Foods Declares ‘We Are Meat’ in First National Ad Campaign From Wieden+Kennedy

The plant-based brand wants to redefine "what meat is"

a close-up photo of a four-tiered cheeseburger
Wieden+Kennedy sells the beefy qualities of plant-based Impossible. Impossible

Impossible Foods, the Silicon Valley-based tech startup that’s seen explosive retail growth in the past year—with a leap from 150 grocery stores to 20,000—launches its first national ad campaign today with a message sure to rattle the cage of the Big Beef industry.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.