Impossible's New Campaign, Brand Identity & Partnership With Joey "The Jaws" Chestnut
Impossible Foods, the plant-based meat company founded in 2011, has launched a bold new marketing campaign and brand identity that aims to redefine how consumers perceive meat alternatives. The campaign, which debuted on May 6, 2024, during the "Live from E!: Met Gala" telecast, marks the company's first major marketing initiative since unveiling its refreshed brand identity earlier this year.
At the heart of the campaign is an audacious provocation: "We're solving the meat problem with more meat." Leslie Sims, Chief Marketing and Creative Officer at Impossible Foods, who joined the company in January 2023, explained the rationale behind this seemingly paradoxical message:
"We see this campaign as a way to let meat eaters know Impossible meat is the best way to keep eating meat you love, just without a lot of the problems associated with animal meat. Whether you're a vegan, hardcore meat eater or somewhere in between, we have you covered. The more believers we bring on board, the better the planet will be".
The campaign's centerpiece is a 30-second commercial titled "The Walk," which features a stereotypical mid-century American man walking through various meat-centric scenarios, such as backyard barbecues and hot dog eating contests. As he moves through these scenes, he replaces traditional meat products with Impossible's plant-based alternatives, encouraging viewers to "punch cholesterol in the face."
Joey Chestnut Partnership Shakes Up Fourth of July Tradition
On the Fourth of July Americans gear up for their traditional barbecues and hot dog eating contests. But this year, there's a notable absence in one of the nation's most iconic eating competitions.
Joey Chestnut, the reigning champion of Nathan's Famous Hot Dog Eating Contest, has been barred from participating due to his new partnership with Impossible Foods. This unexpected turn of events perfectly encapsulates Impossible Foods' audacious new strategy to shake up the meat industry and appeal to a broader audience.
Joey Chestnut, known for his incredible feat of consuming 76 hot dogs and buns in just 10 minutes at the 2021 Nathan's contest, expressed mixed emotions about the change.
"I was dismayed to learn from the media that after 19 years, I've been prohibited from the competition I cherish and celebrate with my fans across the nation on Independence Day,"
Chestnut stated on social media. However, he seems excited about his new venture with Impossible Foods, adding,
"To my supporters, I appreciate you, and I'll be back to indulge in a feast soon!! STAY HUNGRY!"
While Chestnut won't be at Coney Island this July 4th, he'll be showcasing his talents at Fort Bliss in El Paso, Texas, participating in a five-minute hot dog eating competition against soldiers. This event, part of the "Pop Goes the Fort" celebration, is expected to draw around 15,000 spectators.
The Impossible Beef Hot Dog Launch
In a significant product launch, Impossible Foods has introduced the Impossible Beef Hot Dog, made entirely from plants. This new product aims to provide the same meaty, smoky, and juicy flavor that consumers love, but with a fraction of the environmental impact. The hot dogs are fully cooked and quick to prepare, making them a convenient option for consumers.
The Impossible Beef Hot Dog boasts 12 grams of protein per serving and contains half the saturated fat of traditional animal-based hot dogs. It also generates 84% less greenhouse gas emissions and uses 77% less water and 83% less land than animal hot dogs.
Netflix Special: Chestnut vs. Kobayashi
In an exciting development, Netflix has announced a live hot dog eating competition between Joey Chestnut and his long-time rival, Takeru Kobayashi. The event, titled
"Chestnut vs. Kobayashi: Unfinished Beef," is scheduled for Labor Day, September 2, 2024. This special will mark the first time the two competitors have faced off since 2009.
Chestnut expressed his enthusiasm for the upcoming showdown:
"I know that fans have waited a long time for another chapter of our rivalry, and I can't wait for our massive showdown live on Netflix! It's time to give the people what they want!"
Kobayashi, who had previously announced his retirement from competitive eating, shared his determination to compete one last time against Chestnut:
"Retiring for me will only happen after I take him down one last time. This rivalry has been brewing for a long time. Competing against Joey live on Netflix means fans all over the world can watch me knock him out."
Impossible Ranch: A Commitment to Sustainability
On Earth Day (April 22, 2024), Impossible Foods introduced "Impossible Ranch," a 70-acre property in South Carolina where they plan to grow crops used in their plant-based products and provide a sanctuary for rescued cattle. This initiative aligns with Impossible's mission to positively impact people and the planet by making delicious, nutritious meat from plants with a fraction of the environmental footprint of meat from animals.
"As a leader of the plant-based category, we saw both a need and an opportunity to demystify meat from plants in a way that feels more approachable for consumers," said Leslie Sims. "Impossible Ranch is a living and breathing educational resource where our commitments to giving back to the planet and supporting animal welfare are front-and-center, along with the plants representing key ingredients in our products. We want to bring consumers along on this journey and help them understand how choosing meat from plants can be a better choice."
Market Performance and Future Plans
Impossible Foods has reported outpacing the growth rate of the rest of the US plant-based meat category in both dollar sales and unit sales. The company continues to expand its distribution network, now reaching over 30,000 retail stores and 45,000 foodservice locations. In May 2024, Impossible Foods announced a partnership with Whole Foods Market to launch its plant-based chicken products in select U.S. locations, further expanding its retail presence.
Peter McGuinness, President and CEO of Impossible Foods, emphasized the inclusive nature of the campaign:
"We want to be inclusive to anyone who enjoys great food—it doesn't matter if you're a vegan, a vegetarian, an animal meat-lover, or somewhere in between. What we want to do is educate consumers that they can still enjoy meat by incorporating into their diet a version that's made from plants instead of animals."
Looking ahead, Impossible Foods is positioning itself for significant growth. In an exclusive interview with Reuters on April 29, 2024, CEO Peter McGuinness revealed that the company is targeting a "liquidity event" that could include a public offering or sale to another company in the next two to three years. However, McGuinness was quick to add, "I don't want to be pigeonholed into an IPO."
Planting the Seeds of Change: Impossible's Bold Vision for the Future
As Impossible Foods continues to navigate the challenges facing the plant-based meat industry, this new campaign and potential IPO represent strategic moves to capture a larger market share and change perceptions about meat alternatives.
By embracing meat culture while promoting plant-based options, the company is betting on a more inclusive approach to drive growth and make a positive impact on both public health and the environment.
And who knows? With Joey Chestnut now on their team, perhaps Impossible Foods will soon be hosting their own plant-based hot dog eating contest next Fourth of July. After all, if they can make meat from plants, surely they can make competitive eating a little more impossible too.
Happy 4th y'all!!
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