For this year’s Earth Day, Impossible Foods reveals it is launching a new social media campaign spotlighting the “tiny” carbon footprint of its products. Created to help consumers connect their food choices to the size of their environmental footprint, the campaign will include videos of miniature food and kitchens, as well as a small 1” x 1” ad space in The New York Times.
“A playful and engaging way to bring our brand purpose to the forefront”
According to Impossible, its campaign seeks to help consumers grasp Impossible’s positive impact on the planet, especially the lower carbon footprint of its burgers compared to conventional beef. Impossible says it worked with Deloitte Digital and other creators to produce fun and engaging content, which will run on the company’s social media channels. The spots include “teaser” videos of tiny hands and culminate with a “mini food” grand finale on Earth Day.
To further emphasize the message, the company reveals it purchased the smallest possible ad space in The New York Times, which measures just 1 inch by 1 inch.
Message for the planet
Impossible Foods has long positioned itself as a champion of environmental stewardship, and advertised its products as a more sustainable alternative to industrial animal farming.
In 2022, the company brought its environmental message to kids with the launch of Wild Nuggies, which featured plant-based nuggets in the shape of threatened or endangered species – including the right whale, Galapagos tortoise and polar bear – in hopes of helping kids and families connect their food choices to environmental impact.
Commenting on its Earth Day campaign, an Impossible spokesperson says such initiatives are “[A] playful and engaging way to bring our brand purpose to the forefront, and get people thinking about the impact their food can have on the size of their environmental footprint.”
