Western Union
Impossible
Lendlease
Entain
NRL
ATO
ANU
Kayo
TikTok
Hydrexia
Hennessey
Good On Ya
TasNetworks
Turning Point
Kimberly-Clark
Moët & Chandon
Manly Spirits Distillery
Australian Government
Stem Cell Donors Australia
Supersolid
Crafting Super x Solid outcomes for
SUPERSOLID
Impossible Foods

Meat Is What You Make It

ROIdeas® delivered

+25%

supermarket sales (against a 10% category decline)

67M

impressions across paid and earned media

1x

brand partnership with Mary’s Burger

Client

Impossible Foods

project type

Storytelling

Services we provided

Brand Platform

Integrated Campaign

Brand Experience

We launched Impossible’s new look with an Australian brand platform that changed the way meat-lovers thought about Made From Plants.

Impossible Food’s meatier brand identity introduced bold new packaging across its Made From Plants products. Now all they needed to do was convince Australians to try (and buy) them. 

To get a nation of die-hard meat lovers sinking their teeth into something Made From Plants, we audaciously challenged Australia’s preconceived notions of what meat is. All burger. No bull.

Meat Is What You Make It created instant category reappraisal and was quickly followed by an earned campaign that put the bloody in bloody delicious, with national treasure Iain "Huey" Hewitson and a supporting cast of foodies getting our mouth-watering message in-feed. Curious? It’s time to cluck around and find out.

Project Credits

Meat Is What You Make It

Lead Agency (Earned Agency)

We Are Different

Creative

Supersolid

Media

Nunn

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