client + project

IMPOSSIBLE FOODS
The IMPOSSIBLE BURGER Launch

industry

Food & Beverage

when

July 2018

location

New York City
Los Angeles

type

IRL

responsibilities

Account Management
Catering
Contracts & SOW
Creative Direction
Custom Fabrication
Experiential Design
Operations
Public Relations
Staff Training  
Vendor Relations

details

• 2 national markets

• 4 activation days

• 4,000+ burgers distributed

• 2 national restaurants with 18 combined locations– Umami & Bareburger

Impossible Foods has forever changed the food industry with their Impossible Burger- a plant-based patty that ‘bleeds’ and sizzles when it cooks just like a juicy, meaty, burger.

Millennials were the target audience for this Los Angeles and New York launch, so Milk and I partnered with the Echo Park Rising festival in sunny California and set up shop at the Broadway-Lafayette entrance in SoHo to create an eye-catching and alluring aroma event. Wild postings hit the streets of New York a few weeks in advance, and exclusive Impossible restaurants like Unami and Bareburger slowly leaked the news of the Fest.

Milk and I worked with top-of-the-line food trucks to ensure the best ‘burger’ would be served in each location. Incorporating bright, interactive, Insta-worthy installations like a Burger Kissing Booth, Impossible Swing Set, and fun carnival games, encouraged fans to take photos and post to social media using the hashtag #ImpossibleBurgerFest.