Impossible Foods - Your First Time

CHALLENGE

Convincing meat lovers to try plant-based alternatives is no easy feat—especially when they’re sceptical about taste and texture. With Impossible Foods launching their ‘Chicken’ Fillets with BrewDog, we needed a campaign that not only grabbed attention but also tackled hesitation head-on.

SOLUTION

We launched a bold, fully integrated campaign to introduce Impossible Foods’ ‘Chicken’ Fillets – its second UK product launch – to a mainstream audience.

Playing on the hesitation of a ‘first time’, we invited meat lovers to ‘hook up’ with Impossible Foods at BrewDog. The campaign spanned 42 locations with in-store and digital POS, large-scale OOH, and a six-week paid social push – all designed, activated and managed by Alfred.

Partnerships with foodie influencers drove credibility for the campaign, while comedy creators brought the playful messaging to life, sparking curiosity and brand engagement.

RESULTS

The campaign’s playful ‘first time’ concept is resonating with audiences, sparking conversation around Impossible Foods’ ‘Chicken’ Fillets. High engagement across paid social and influencer content – led by foodie and comedy creators – is also helping drive awareness with a broad mainstream audience.

In-store POS and OOH placements are ensuring visibility across BrewDog’s 42 locations, while a strategic PR push is extending the reach to consumer lifestyle, national, regional, and food & drink trade media.

Initial consumer response suggests we’re successfully encouraging meat lovers to take the leap—proving that plant-based can be just as irresistible.