An Impossible Night to remember

If you claim something is "impossibly" delicious, you cannot simply explain it — people need to experience it for themselves. That is why we developed an integrated launch strategy centred around one key objective: allowing people to taste and experience the brand first-hand.

We created a full-funnel PR and influencer strategy around the Dutch market introduction. From identifying and activating relevant media, creators and food professionals to developing a carefully orchestrated invitation process and intensive stakeholder alignment. Alongside this, we established the communications framework, including press materials, Q&As and pre-event communications.

The event became the centrepiece of the strategy. Every element was designed to create a strong and seamless flow, with timing, brand experience and product tasting at its core. This resulted in Impossible Night: an exclusive brand activation where nearly 90 carefully selected media, influencers and food professionals came together not only to discover the brand, but above all to taste and experience it. Spread across multiple sessions and settings at restaurant Bellezza in Amsterdam, the products took centre stage, allowing guests to engage with the brand in an intimate and relaxed atmosphere.

From event to long-term brand introduction

The approach did not end with the event itself. Follow-up formed an integral part of the strategy as well, including active media and influencer engagement, driving earned coverage and further building interest among retail and media stakeholders. As a result, the launch became more than a one-off moment. It evolved into a carefully considered brand introduction that immediately positioned Impossible Foods as a brand capable of delivering on its promise.

Results:

  • 9.88 million potential reach across earned media and socials
  • 84 coverage items (18 online articles, 1 print feature, 64 social posts)
  • Over 250 media and influencers reached 
  • 25 event attendees across food, trade and lifestyle media 
  • 38 product packages sent to media and influencers, resulting in additional social stories and posts