After years of flirting with customer taste buds in the restaurant space, Impossible was ready to take its relationship with consumers to the next level – prompting its 2020/2021 retail rollout.

Our team crafted an omni-experience campaign inviting “plant-curious meat lovers” to grill Impossible burgers alongside beef, easing doubts about taste and performance by boldly showcasing their grill-worthiness.

Our creative solution was the Your Grill or Mine campaign using Impossible’s cheeky brand tone to tempt shoppers to try Impossible, and we even sealed the deal with a “grill-worthy guarantee” - promising satisfaction, or their money back.

my role: ideation + art direction + design