From lab coats to lifestyle.
PARTNER
Impossible Foods
CATEGORY
Food & Beverage
Gallery
01
Where we started
Impossible Foods CEO Pat Brown, a Stanford biochemist and lifelong vegan, reached out to West with a big question: How could we reduce, or even reverse the impact of animal farming on the planet and as a result, change the way the earth looked from space?
02
What we did
West recognized the importance of creating a magical (and delicious) first impression for Impossible Foods’ brand-new, plant-based burger. We shifted the focus from the vegetarian meat industry, with sales just north of $550 million, toward the $88 billion beef industry. We worked with high-end chefs to build excitement with a consumer segment that identified as millennial foodies, defined by their love of rare and exciting food experiences. By bringing the chefs into the process, we not only created a superior experience, but also cultivated a group of opinion leaders who believed in the company, brand, and mission enough to serve Impossible Burgers in their own restaurants.
03
Where are they now
Using West’s go-to-market and brand strategy, Impossible Foods created national buzz around the burger and raised a $273 million Series D at a 3x premium.
Once people tried the burger they couldn’t believe that it wasn’t meat. They immediately understood that it was a product that they could crave. We are seeing a 38 percent increase in traffic leading to 18 percent sales growth [since selling the burger].
- Daniel del Olmo, Chief Executive
@2024 West Global