IMPOSSIBLE
FOODS POP UP KITCHEN
Activation & Campaign
Introducing the Impossible Burger (and more!) to hungry consumers in Mainland China
INSIGHT
- China is the world’s most populous nation and the biggest consumer of meat, accounting for 28% of the world’s meat consumption today, with demand skyrocketing alongside economic growth
- The China International Import Expo attracts tens of thousands of people per day; from senior government officials to buyers to consumers to entrepreneurs
- The 2019 expo showcased thousands of companies from more than 65 countries
IDEA
A pop up kitchen and live demonstration area to showcase the versatility of Impossible meat in both western and Chinese cuisines
- Mobile kitchen and chef brigade to serve thousands of burgers, dumplings and Italian meatballs
-Live cooking demonstration with master chef Jereme Leung
- Activate on-the-ground marketing team and produce localized marketing materials
- Acquire Wechat followers and capture data via digital survey
IMPACT
- Introduced the first Impossible burgers
to Mainland China.
- Executed and served thousands of samples daily
- Produced content that captured millions of impressions from both global and local media.
