IMPOSSIBLE™ — Cheat on Beef
Concept
Art Direction
To cut down on national beef consumption—methane farts, industrial subsidies, the whole mess—we needed a strategy that worked in the real world. No guilt trips. No purity tests. We weren’t asking for lifelong commitments, just one bite.
Flexitarianism isn’t about perfection. It’s about progress. One less beef burger a week beats an all-or-nothing approach. And once people taste Impossible™—juicy, meaty, and shockingly close to the real thing—they start questioning why they ever needed cows in the first place.
Created at —
Impossible Foods In-house Creative
Credits —
Photography:
Stephanie Gonot
Cheat on Beef is a temptation campaign— from billboards to A-frames and Table Tents, the messaging made plant-based feel rebellious, not restrictive.
The result? More people tried Impossible™, and we hope that Impossible or not, more plant-based snuck into more menus and habits. And all it took was a little infidelity.
Spoiler alert: Beef consumption is still on the up (stat). We need way more bold campaigning and action to take on BIG BEEF. Who is ready to take the bold next step? Get in touch, I have ideas.
Flexible POS Restaurant Partner Portal
We built a hub where restaurants serving Impossible™ can order customizable A-frames, table tends, window decals and more through Impossible™ Foods' website.
