Catie BlalocK

Impossible Foods is dived headfirst into "Plant Based Summer" with the campaign, “The Summer of Impossible,” and it’s not just for the plant-based crowd. This campaign is all about claiming the title of “meat for meat lovers”—but, plot twist, it’s made from plants! Think of it as a meat-lover's paradise that just happens to be a little green around the edges.

 

The campaign features a series of snappy, product-centric vignettes where an Impossible™ Burger and a traditional beef burger engage in some witty repartee. Picture this: two burgers sitting at a bar, throwing shade at each other while making the case for why they’re the better choice. Spoiler alert: the Impossible Burger is winning the argument, and it’s not just because it’s plant-based.