Impossible Foods
Social Media Campaign
Group Members: Annie Castro, Peighton Dettra, Kayli Blankenship
My Role: Designer and Researcher
1
The Ask
Develop a social media campaign for Impossible Foods that promotes its plant-based meat products to millennial women transitioning to or exploring a vegan lifestyle. The campaign should emphasize flavor, health benefits, and seasonal relevance—delivered through interactive, on-brand Instagram content that encourages engagement and drives purchases.
Research
2
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​Vegans are people who do not eat any animal products, not only do they not eat meat, they do not eat eggs, dairy, or fish. Also, being a vegan has shown to reduce the risk of heart disease which is a motivation for many to become a vegan. Statistics also show that the majority of vegans are women. Millennials are those between 27 and 42.
3
Creative Concepts
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Based on our research, our persona is a 32 year old female who lived her whole life eating meat. Over COVID, she discovered through a documentary that being vegan can improve heart health and decided to adopt a vegan diet. Since being a vegan for 4 years, she has been looking for an alternative to enjoy the similar taste of meat with the same health benefits.
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For our Instagram post, we decided to make it seasonal for vegans who have to “miss out” on eating meat over the holidays. We wanted to specifically target our audience by making them aware that they can still experience the holiday joy while staying vegan. Impossible brand’s main colors are not only red, but also green, so a holiday post is a great way to tie in the brand personality
Instagram Posts
Instagram Stories
