Gen-Z, Millennial Opps: Impossible Foods taps new agency partners for first-ever campaign (Score 35)

Y'all may have thought it was impossible, but Impossible Foods (IF) has named a new lead media agency partner, MediaCom. The agency will initially support IF's recently-launched, first-ever national campaign with hopes to reach a broader audience of better-for-you (BFY) consumers. 

This new campaign is the first from creative agency Wieden + Kennedy Portland. Neither MediaCom nor W+K seem to be an official or exclusive AOR. In the past, IF has worked with many agency partners, primarily on B2B advertising efforts. 

The company has continued adding personnel to its marketing team since the DM shifts that led us to believe it would conduct reviews (more here); Celina Souffrant joined IF as senior digital marketing manager in February 2021.

According to iSpot, this is the first year the company has invested in national TV; so far this year, IF has spent approximately $466.9k on commercial. The company's commercials of 2021 have targeted millennials watching programs such as SportsCenter, Good Morning America, Law & Order: Special Victims Unit, Food Wars! and Moonshiners.

Since the beginning of 2021, Pathmatics reports IF has allocated roughly $3.1m toward digital ads, more than double the roughly $1.2m it allocated within all of 2020. The company's estimated full-year 2020 spend ($1.2m) skyrocketed from that of $27.9k in 2019. IF has earned around 202.2m digital impressions YTD via YouTube (93%), Instagram (3%), Facebook (2%) and desktop display (2%) ads. 

As far as consumers are concerned, you can see from the company's TV commercial targeting and surge in digital spend that it's primarily targeting Gen-Z and millennials. To reach younger audiences, IF may expand into additional digital channels such as podcast and/or OTT. It also targets restaurants and fast food chains.

Agency & martech readers - With new media and creative partners, it's likely IF will conduct additional reviews. Get in touch soon for potential PR, digital analytics and/or social media management work, but keep in mind the company is partnering with agencies without officially naming them AOR.