Impossible Foods Has an Answer for the Impossible to Buy For

The holiday hullabaloo is real. Northwestern University’s Medill Spiegel Research Centre found that only 10% of consumers complete their holiday shopping by mid-December. Nearly one in five haven’t even started yet. SurveyMonkey reports 40% of Americans are in present paralysis, utterly at a loss for what to get people.

'Impossible' is on the rise–fuelled by the parents who say 'we don’t need any gifts this year,' who will also attack with passive aggressive comments on lack of thoughtfulness when following this guidance; the significant other who 'wants to be surprised' and the random co-worker draw for the annual white elephant exchange.

That’s why none other than Impossible Foods has come in clutch to inspire last-minute gifting for the impossible to buy for with an emergency hotline and gift set inspiration. Even the impossible deserve good taste, right?

Feast your eyes on 'The Impossible To Gift, Gift Kit' and check out three custom inspo vignettes with food fits for the fancy, spicy and snacky. Each kit features an array of Impossible plant-based products that include: Impossible's Italian Meatballs, Steak Bites, Corn Dogs, Chicken Tenders, Spicy Sausage and Spicy Chicken Nuggets.

The social-first campaign kicks off on Impossible’s Instagram and TikTok channels as Christmas approaches.

"Holiday gifting is stressful. We saw an opportunity to help lighten the load with some playfulness and humour, while riffing off our brand name," said Caitlyn Hatman, senior director of integrated marketing. "The retro infomercial style allows us to dial up the nostalgia and much-needed comfort, while showing how food can help bring people together. Our products can bridge the gap across a variety of preferences, even for those who might seem 'impossible' to please. We're all about making the holidays easier – and more delicious."

Created in partnership with creative agency Young Hero and director Jeff Gonick, the self-aware content series pulls from Impossible Foods’ diverse assortment of plant-based meat products that fit a variety of lifestyles and needs.

“Food has attitude–and Impossible Foods has the range to match,” said Young Hero executive creative director Nick Panayotopoulos. “We’re showcasing products that can be high-end, no-frills or a late-night indulgence. We’re done with mixed messages. We’re just showing off great food that works for everyone at a time when people are open to trying new things.”

Contrary to all the tales of tradition, the holidays have become a major moment for bucking food habits with 92.8% of people with self-imposed dietary restrictions (keto, paleo, low-sugar) admit to loosening up during holidays and 35% of non-meat-eaters admitted they (or a vegetarian they knew) would be eating meat on Christmas day.

Even those with sensitivities or choices around dairy and wheat–33% of people with lactose restrictions and 26% with gluten restrictions 'cheat' during holiday.

The campaign reflects Impossible Foods’ efforts to be the bridge and middle ground, serving up delicious food that meat lovers, vegetarians and flexitarians can enjoy together without anyone feeling left out of the feast. After all, there are 100 million+ flexitarians in the US who love meat, but want to eat a bit less of it.

“The QVC format has always felt like someone in your corner, taking the time to tell you why you need something versus bludgeoning you to buy. We’ve seen a lot of brands lean into the chaos of holidays. We wanted to do the opposite, to rather, be a solution–that’s as simple as a bag of meatballs–for how you can treat the people in your life this holiday season,” added Nick.