Inventing a better way to feed the planet.

Overview

Impossible Foods is transforming the global food system by inventing a better way to make foods we love, without compromise.

The world loves meat. But relying on cows to make meat is land-hungry, water-thirsty, and pollution-heavy. That’s why they set out to do the impossible: make an uncompromisingly delicious burger, made entirely from plants, and to enlist passionate eaters and chefs who see new food experiences as a form of social engagement and self-expression.

In collaboration with West, we helped give definition to the audience and value proposition, B2C brand strategy and go-to-market strategy.