Brand Activation, Marketing Strategy
Impossible Burger Launch
New York City
A delicious, meat-free social experiment.
Saxon + Parole’s partnership with one of the most highly anticipated new food brands gave us the perfect opportunity to beta test our Brand Activation services in order to launch the Impossible Burger to the NYC market.
As world hunger, food scarcity, and climate change continue to threaten global food resources, all eyes are on alternative protein as the future of food. The partnership with Impossible Burger was an exciting one, but the world of plant-based proteins was uncharted territory for the restaurant. We needed to ensure we understood what our guests knew and expected from the Impossible Burger, and how we might best shift perceptions and create targeted communications.
Media Articles About our Burger
Increase in Sales
The journey began when Impossible Foods selected only 2 chefs in NYC – David Chang and our very own Brad Farmerie of Saxon + Parole – to launch the groundbreaking, plant-based Impossible Burger.
Before launching a full-blown marketing campaign, we used Social Listening to better understand the online conversation around alternative proteins and plant-based meats – What were people excited about? What did they hate? What was popular amongst Saxon’s target market; males, aged 21-45?
From there, we analyzed the scraped data, which led us to the Campaign Development stage which included solidifying the messaging and target audiences as well as looking at the overall marketing strategy that included digital marketing, influencer marketing, paid social advertising, PR, and events – all relating back to a core campaign concept: the Future of Food.
Storytelling begins with effective visuals so Content Creation was at the top of our list. Through our internal graphics team and network of photographers, artists and other creatives, we produced a variety of eye-catching content that brought the Future of Foods campaign to life with the Impossible Burger as its centerpiece.
The Impossible Burger launch was anticipated to be a high-profile announcement in the food and beverage world, so staying on point and meeting deadlines was crucial. We used our Marketing Toolkit templates and worksheets to ensure that we met critical deadlines and were communicating effectively across our internal and external teams.