"At the end of the day," says Impossible Foods CMO and Chief Creative Officer Leslie Sims, "we're helping save the planet, we're helping the environment, but people don't necessarily want to hear that when they're eating a cheeseburger."

The arrival of the plant-based meat industry came in the form of a scientific breakthrough: Foods made from plants that behave like meat when cooked, which have been steadily added to restaurant menus around the world; in the case of Impossible's chicken nuggets, many critics have declared them "better than the real thing." But our emotional attachment to the foods we eat means that, if Impossible wants people to make different decisions in the grocery store, Leslie and her team have their work cut out for them.

Today on Building Better CMOs, she and MMA CEO Greg Stuart talk about her background working at ad agencies, the disconnect between CMOs and CFOs, and her guiding philosophy that marketers must always remember the human on the other end of their work. Plus: The danger of over-reliance on data, and the enduring power of the Super Bowl.

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This episode was produced and edited by Eric Johnson from LightningPod.fm.

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