Impossible Foods announces that award-winning creative and marketing veteran Leslie Sims, formerly of Deloitte, will begin in the newly created role of Chief Marketing and Creative Officer on 1st Jan 2023.
“Leslie is the proven creative marketing powerhouse that we need to bring our products and promise to the masses”
Sims has been hired by Impossible to “build out robust marketing and creative functions” as the company plans to “significantly increase consumer awareness and trial while pulling well ahead of other plant-based brands into a category of its own”, according to a press release.
In her previous role as U.S. Chief Creative Officer at Deloitte Digital, Sims was named one of the Top 1CCOs’s in the U.S. by Adweek, one of the Most Creative Women in Advertising by Business Insider, and one of the Top Marketing Leaders and Innovators by Media.
“Leslie is the proven creative marketing powerhouse that we need to bring our products and promise to the masses,” said Impossible Foods CEO, Peter McGuinness. “The plant-based meat category is in its infancy and despite our growth, most of the country still hasn’t heard of us. We have a real opportunity to create and build not just our own brand, but the entire category through greater awareness, approachability and accessibility. Leslie knows how to set the creative vision for brands and businesses in hypergrowth, build and lead high-performing teams, and create emotional connections with consumers.”
Sims has previously worked with food and restaurant brands including Burger King, Joe’s Crab Shack, and Macaroni Grill, as well as brands owned by General Mills, such as Nature Valley™, Big G Whole Grain Initiative, Cinnamon Toast Crunch™ and Betty Crocker™.
“To be offered the chance to set the tone and define the marketing narrative for such an important brand at this level is a once-in-a-career opportunity,” said Leslie Sims, “Impossible is the ultimate category disruptor for good. It’s one of the few companies in the world where, as the company does well, so does the planet.
“Impossible is the ultimate category disruptor for good”
“Nothing’s more motivating than that. I’ve loved my time at Deloitte Digital, it’s been a privilege to help build and connect the team across the US — it’s a powerhouse group supercharged with talent — and they’ve made some of my most favorite work of my career these past two years. But I’m so excited and looking forward to meeting and digging in with the entire team at Impossible to help them grow and change the world.”