Impossible Foods:
support for game-changing food

someone dipping nuggets into ketchup
Media coverage

The work

Impossible Foods is on a mission to tackle climate change by making meat from plants.

The company wanted to break into the UK with its “chicken” sausage and “pork” products and secure regulatory approval for its world-famous Impossible Burger.

We needed to create the right environment to launch in the UK, showing how innovative meat made from plants supported the green growth agenda and underlined the UK’s ambition to be a science superpower.

We devised an integrated campaign to make sure the message we were delivering to decision-makers was being heard across all channels.

We brought politicians, officials and industry leaders together to draw up a plan for an alternative proteins strategy for the UK and ran a media programme centred on COP26.

 

The UK’s National Food Strategy said alternative proteins would “transform the food system by investing in innovation for healthy and sustainable diets”

Burger and nuggets

The impact

In May 2022, Impossible successfully launched its products in the UK.

Two months later the UK’s National Food Strategy called for £125millon in funding towards alternative proteins research and development saying it would “transform the food system by investing in innovation for healthy and sustainable diets”.

This followed Impossible’s thought leadership, which directly called for such investment and a wider alternative proteins strategy.