Dear Cattle Ranchers — Don’t Take the Impossible Bait

Impossible Foods newly launched campaign “We are Meat” is worthy of only one response. Ignore it.

Photo by Hennie Stander on Unsplash

Is anybody getting bored with Impossible Foods trying to pick a fight with meat producers? I sure am.

Here’s their first national ad campaign — “We Are Meat.” Seriously? Oy.

Impossible Foods Launches 1st National Ad Campaign

For Impossible, the path to reaching their goal of meat being “obsolete by 2035” is apparently by marketing their product as, um, meat. Call me crazy, but there seems to be a hefty dose of cerebral disconnect in this strategy.

I think this marketing campaign has a much more insidious ambition. I think Impossible is trying to pick a fight.

We all know everybody loves an underdog and Impossible Foods has positioned itself as just that. They are the “Bad News Bears” versus the Big, Bad Beef Behemoth. Never mind that Impossible Foods is valued at more than $4 billion and CEO Pat Brown himself is estimated worth several million, but an average U.S. rancher earns…