The Ask:
Provide ideas on what it might take to encourage trial of Impossible Meat and what might be the best ways to introduce it at retail (i.e. Kroger, Wal-Mart) – beyond sampling.
The Problem:
Those who cannot (or feel as if they cannot) afford healthy alternatives that are typically more expensive than regular cow meat are likely to ignore other options without doing further research. People refuse to deviate from their normal grocery list as it means more effort. As of now, IF is selling a 12 oz. package of plant-based meat for $8.99. Normally, the average person would pay $3-$5 at the most for about a pound of regular ground beef. The hurdle that we have to jump is how to show shoppers why Impossible Meat is worth the $4-$6 investment.
Target Audience:
The average consumers at retail stores such as Wal-Mart and Krogers are middle class families. Demographically, the average shopper at Wal-Mart is “46 years old, white and has an annual household income of just over $76,000.” The average shopper at Kroger’s are millennials, around 29 years old.
The typical mainstream customer for Impossible Meat (and Foods) are millennials - specifically, millennial parents. Younger and environmentally-aware generations have been actively taking the extra step to invest in energy-conscious food brands.
The Solution:
To encourage trial, Impossible Foods can do special pop-ups, food truck stops or sponsor holiday events at elementary and high schools where students can enjoy Impossible Meat. This helps hit the target audience of middle-class families because it gives them an environment where they can see that the food is reputable and a quality product that is worth investing in at home. This includes sampling, but also by partnering with schools for special events, makes Impossible Meat become a product to be familiar with. Impossible Meat can be seen as the best environmentally-friendly choice that contributes to the future of children and their families.
A few ideas to introduce Impossible Meats at retail would be to launch a “What’s For Dinner” campaign for older working adults and families which includes healthy recipes, a bundle campaign with top chefs and celebrities such as Chrissy Teigen or Ellen Degeneres (who have both advertised for IF before), and pop-up events around town near the retail stores that will drive traffic.
Introducing Impossible Meat through bundles. For Thanksgiving, the December holidays, New Years, Fourth of July - bundle Impossible Meats with the top-selling sauces at the stores for a discounted price.
These bundles can be promoted by influencers or celebrities depending on demographic and store locations. If we collaborate with a celebrity chef such as Anthony Porowski or a familiar host such as Ellen Degeneres to create a “Impossible Meat” bundle with a personal recipe and items from favorite collections, people will feel more inclined to follow their advice. This could be a great opportunity for Impossible Meat to be introduced into retail stores such as Wal-Mart. We can include locally-sourced ingredients for the recipe to support small businesses in the area to create the rest of the bundles.
The campaign around the Impossible Bundle will allow retail consumers to have more exposure to the benefits of purchasing Impossible Meat while also showing legitimacy with a trendy celebrity to endorse the product.
