To launch Impossible Food’s new “2.0” recipe and educate consumers about Impossible Foods’ mission and sustainability story in Hong Kong, we continued building brand awareness with a focus on the Chinese-speaking consumer. To get as many people as possible to fully experience the new 2.0 recipe, we hosted a launch event at Wagyu restaurant so guests could see how the new recipe looks, cooks, smells and tastes as good, if not better, than beef. Since the launch of 2.0, we’ve hosted numerous smaller intimate tastings for media and KOLs at Impossible restaurant partners across the city, helping support partners and drive steady interest in the brand. To aide these efforts, we organised photo shoots with several partners to ensure all parties had high-quality visuals of their new Impossible Foods dishes.

In addition to launching 2.0, we aimed to educate customers on Impossible Foods’ expansion into mass restaurants and increasing accessibility by generating awareness and coverage around Impossible’s latest happenings (e.g. food truck partnerships). In order to deepen understanding of the brand’s mission and further position it as a leading voice in the sustainability movement, we pitched and secured lifestyle features and in-depth interviews with the company’s senior spokespeople. Finally, to further establish Impossible Foods as a brand to watch, we leveraged news of the company’s latest round of funding to raise its profile among business and financial pages.