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Impossible Foods is meat, and GroupM’s MediaCom is the plant-based protein brands’ media agency partner as it seeks to expand its appeal to more beef-minded consumers across the country.
This week, Impossible Foods unveiled, “We Are Meat,” its first national campaign, featuring a voiceover from actor Scott Glenn. It was a bold approach from creative agency Wieden+Kennedy Portland, likely to ruffle some feathers among the more carnivorous-minded with its expansion of the term’s definition. An Impossible Foods spokesperson confirmed that MediaCom—Adweek’s