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Impossible Foods will launch an intensive TV campaign to encourage traditional consumers of meat to switch to the Company’s vegetable-based alternatives.  The program will be entitled “We are Meat” and will feature the Impossible Burger in five spots.

In commenting on the campaign Jessie Becker, Senior Vice President of Marketing stated, “Once people try Impossible Burger they are blown away by its taste although consumers are skeptical based on years of sub-par experiences with conventional, plant-based products.”

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The campaign is obviously an attempt to increase sales and follows successive price reductions, although Impossible Foods products still exceed the price of ground beef at retail.  It is possible that Impossible Foods and other alt-meat producers are experiencing saturation of the vegetarian demographic and have yet to generate repeat sales among conventional meat eaters who represent the bulk of the U.S. consumers.

Impossible Burger has increased its penetration of the retail distribution channel with most major supermarkets stocking their burgers and sausages.  A review of display counters in supermarkets confirms extreme competition with both local and national brands presented.

Dr. Patrick O. Brown, founder of Impossible Foods claims that substitution of real meat can be achieved without compromising taste, nutrition or convenience.  This commentator will accept some benefits relating to sustainability and the environment but consumers can appreciate the difference between real meat and vegetable-based alternatives. The wide range of available beef, pork and poultry presentations provide variety and a wide choice for home-cooked meals. Alt- meat presently only competes with ground beef.

Dr. Brown, Impossible Foods products are not “meat” despite the intent of the TV spots and the creativity of Weiden + Kennedy.  The advertising campaign claiming equivalence with real meat will only stimulate additional restrictive legislation on labeling, onerous litigation and will generate unflattering comparisons with the “real thing”.