Beyond Meat vs Impossible Burger | Beefing Up, Chowing Down | 3
Business Wars
Navigating Challenges in Plant-Based Marketing
This chapter explores the strategic planning of Impossible Foods' first national ad campaign in collaboration with Wieden+Kennedy, focusing on consumer concerns regarding ingredients and environmental impact. It examines the shift in consumer attitudes towards plant-based meats amid growing health implications during the pandemic, as a family's experience highlights the nutritional challenges faced by the industry.
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