We launched the Impossible Burger via a national influencer strategy at key Michelin star chef & top rated restaurants. For consumers, we executed a food truck strategy in New York, San Francisco, Austin, Detroit while building their digital community nationwide.
Each city launch was approached with a unique strategy. In Detroit we took over the oldest bowling alley in America and transformed it into an Impossible Burger heaven while inviting influencers to be the first to try the burger. As part of our retainer we built a network of Influencers in key markets to drive messaging and brand awareness. We did this by ideating and seeding swag items to continue to raise brand awareness. We supported PR events by infusing lifestyle Influencers and editors on an on-going basis. We developed strategy to integrate the Impossible Burger at key lifestyle events such as New York Fashion Week with Opening Ceremony. We launched partnerships such as White Castle with an in-store influencer event hosted by Eric Wareheim and Questlove, featuring live performance by Ghostface Killah.