Impossible Foods Americana ads address the meat problem with more meat [Video]

Dive Brief:

• Impossible Foods launched a marketing campaign that targets meat-eating consumers looking for plant-based meat options that are better for public health and the planet, per a press release.
• A 30-second hero spot calls on meat eaters to “solve the meat problem” by eating Impossible’s burgers, hot dogs and meatballs. The tongue-in-cheek spot features a “bold, Americana aesthetic” and nods to backyard barbecues, hot dog eating contests and motorbike stunts.
• The campaign, created by Impossible’s in-house marketing team and agency Erich and Kallman with media strategy by Horizon Media, is the brand’s first effort under a new brand identity that keys into the craveability of meat.

Dive Insight:

Impossible Foods is promoting its value proposition and brand identity with a campaign that leans into the biggest sticking point for its plant-based meat alternatives: meat is “too delicious” and people eat …