NO MEAT? JUST IMPOSSIBLE
Role: Art Director / Copywriter Art Direction: Annie Wu
INSIGHT
Meat lovers hesitate to switch to plant-based options because they fear they'll miss out on the taste and texture. IMPOSSIBLE meat provides a plant-based option without sacrificing the "meatiness."
CONCEPT
By posing playful questions, the campaign’s key message highlights that IMPOSSIBLE's plant-based products can deliver the same familiar flavors and textures as meat without animal ingredients.
OUT-OF-HOME
SOCIAL MEDIA
IN-STORE BILLBOARD
TASTING STATION
IMPOSSIBLE RECIPE (IN-STORE LEAFLET)
FOOD TRUCK
MERCHANDISE
