Impossible Foods is making a splash in the market for meat alternatives. While veggie burgers have been around a long time, they didn’t taste enough like meat to attract the general public. That’s all changed with companies like Impossible Foods and Beyond Meat.
Plant-based burgers from Impossible Foods utilize protein derived from soybean plants; many consumers say it tastes just like real beef.
The market for plant-based alternatives to meat is expected to reach $5.8 billion by 2022, and Impossible Foods is pursuing this market aggressively.
First, Impossible Foods utilized personal selling to restaurants; Impossible Burgers are now available in more than 7,000 restaurants, including those founded on meat-based menus, such as White Castle and Qdoba. Second, Impossible Foods has worked hard to generate consumer interest through public relations campaigns aimed at vegetarians, those concerned about the environmental and health impacts of beef, and even traditional meat eaters looking for something a little different.
Q1 – Impossible Foods using personal selling to get into restaurants is an example of a (select one: Push, Static, Dynamic, Pull) policy, while its use of public relations to influence consumer attitudes and stimulate consumer demand is an example of a (select answer: Content marketing, Push, Pull, Supply chain) policy.
Q2 – Impossible Foods created the Bite Me Tour, a multi-city food truck promotion tour to generate publicity and excitement for the company’s plant-based meat products. This is an example of which category of marketing?
The correct answer and explanation is :
Answers:
Q1: Impossible Foods using personal selling to get into restaurants is an example of a Push policy, while its use of public relations to influence consumer attitudes and stimulate consumer demand is an example of a Pull policy.
Q2: The Bite Me Tour, a multi-city food truck promotion tour to generate publicity and excitement for Impossible Foods’ plant-based meat products, falls under the category of Experiential Marketing.
Explanation:
Experiential marketing is a strategy that directly engages consumers and invites them to participate in a brand experience. It goes beyond traditional advertising by creating immersive, hands-on interactions that allow consumers to see, taste, and experience the product firsthand. The goal of experiential marketing is to build emotional connections with consumers and create memorable experiences that lead to brand loyalty and word-of-mouth promotion.
In the case of Impossible Foods, the Bite Me Tour was designed to give potential customers the opportunity to try Impossible Burgers in person. By using a food truck to travel across multiple cities, the company created buzz, engaged consumers in different locations, and allowed people to taste the product without committing to a purchase. This strategy was especially effective because Impossible Foods was trying to convert meat-eaters and skeptics by letting them experience the taste and texture of plant-based meat firsthand.
Additionally, experiential marketing generates social media buzz and media coverage. Consumers who enjoyed the product likely shared their experiences online, further promoting the brand. This type of marketing is crucial for innovative food brands because it overcomes skepticism and builds credibility through direct engagement. By leveraging this interactive strategy, Impossible Foods successfully attracted new customers and strengthened its brand presence in the competitive plant-based food market.