Impossible Foods

As COVID restrictions lifted and vaccines got underway this spring, the industry saw the widespread return of sampling, and Impossible Foods wasted no time getting its plant-based products into consumers’ hands. On a mission to reach a new retail audience and support Walmart, a key customer, the brand hit the road with the Impossible Food Truck Tour on May 1, just in time for grilling season.

Traveling to Walmart parking lots and a handful of other grocery partner locations through June 21, Impossible Foods is making stops in Virginia, South Carolina, North Carolina, Pennsylvania, Ohio, New Jersey, Georgia and Arkansas.

This was available as a walk-up or drive-up experience. Upon arriving, attendees are greeted by brand ambassadors who are on hand to answer questions and educate them on Impossible Foods’ products and the plant-based category. Next, consumers are served a complimentary sample—a mini Hawaiian kabob developed by the Impossible Foods culinary team featuring vegetables, fruit and the brand’s plant-based “beef,” served in compostable trays. The kabobs were designed to help attendees think outside of the typical burger-and-bun combo. A tablet-based survey built to collect qualitative feedback for both Impossible Foods and Walmart is also part of the experience.

With plenty of initial engagement around the activation on its social channels, Impossible incorporated a social media contest into the tour in early June to keep the momentum going. Attendees are invited to snap a photo of the food truck and tag #ImpossibleFoodTruckTour for a chance to win an Impossible Foods swag box that includes a t-shirt, bandana, face mask, tote bag, camper mug, socks, pins and stickers.