Since 2011, Impossible Foods has been producing plant-based alternatives to beef burger patties, chicken nuggets, and pork. Among its customers are Starbucks and Burger King.
An expansion in marketing has prompted Impossible Foods Inc. to hire Leslie Sims as chief marketing and creative officer. The current Deloitte Digital chief creative officer will assume her new position on Jan. 1.
In the past, Impossible Foods has done virtually no marketing other than a short-lived “We Are Meat” campaign aimed at carnivores. As part of its upcoming marketing campaign, the brand will argue that diverting away from meat benefits both consumers as well as the natural world.
Ms. Sims has stated that the company also wants to win consumers over with taste. “We’re really going for not being the best plant-based meat—we’re going for being the best meat.”
Impossible plans to target people that consume traditional meat and plants. Sims refers to these customers as “flexitarians.” The campaign is effectively asking diners to reconsider choosing a meat-based meal when other plant-based meals are available.
