Meat Is What You Make It

ROIdeas® delivered
supermarket sales (against a 10% category decline)
impressions across paid and earned media
brand partnership with Mary’s Burger
Impossible Foods
Storytelling
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
We Are Different
Supersolid
Nunn
