Impossible™ Foods: Plant-based Meat
Impossible™ Foods (IF) is global leader in developing plant-based substitutes for meat products. Impossible™ Foods intends to enter China in 2021, first by launching on Tmall and then expanding into food services, in order to build a truly global consumer movement. In launching in China, Impossible™ Foods seeks to build a premium lifestyle brand that resonates with Chinese consumers while maintaining the core of its existing brand DNA.
*Meat Products by Impossible™ Foods
What are the China market dynamics and insights? How do we build Impossible™ Foods' brand in China?
Our team proposed an integrated marketing & communication plan for its first entry into Chinese market.
My Role:
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Conducted targeted market research, competitor analysis
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Developed campaign ideas an brand strategy based on consumer insights
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Created viral videos and design posters
Our Proposition
Market Research
Opportunity
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Chinese consumers want products that provide health and well-being and look to brands to take the lead in assisting them to stay healthy on the inside, while contributing to a healthier environment on the outside.
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The concept of plant protein has gained some recognition in China market thanks to the popularity of plant-based beverages.
Chinese Consumers Seeking Change
Existing Success in the market: Oatly
Challenge
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More education is needed: The main source of apprehension toward plant-based meat is a lack of understanding of the product and concerns about its ingredients.
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The majority of high-income Chinese consumers harbor suspicions that the ingredients are unsafe or unhealthy and have doubts about the taste.
Source: 2020 Data100 Report on China Plant-based Meat Market
Consumer Insights
Target Segment Snapshot
Consumer Insight #1: Functional Benefit (taste & health)
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Many Chinese people believe in BODY BALANCE THEORY and adhere to health regimens.
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To illustrate, many Chinese people believe that eating too much meat will disrupt the body’s pH balance and that vegan/plant-based food can help to restore this balance.
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The reason Chinese consumers choose to buy and eat plant-based meat:
Consumer Insight #2: Emotional Benefit (what value can the brand add for me and my life)
Our Vision
Competitor Analysis
Our Learning
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Competitive positioning among plant-based meat is not well established in the minds of most consumers.
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Most players in China’s plant-based meat market position themselves as Gen Z lifestyle brands, using hip-hop, NBA, soap operas, and EDM to boost their image.
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Instead of jumping on the bandwagon, We should grasp this opportunity to become a true authority on plant-based meat and appeal to the food-focused and trendy elite. Embrace them and realize new exciting POSSIBILITIES.
Brand Positioning
Our Approach
The Manifesto
MORE THAN MEATS THE EYE
Every day is an opportunity
To improve myself
To improve the world
To get healthier
To be smarter
To live greener
To be bolder
Every day, Impossible™ Foods
Changes the world through innovation
Inspires with incredible taste
Energizes with nutritious natural ingredients
Empowers me to be bold
And do the Impossible
Experience the unbelievable flavors of
Impossible™ Foods
Food is more than fuel for the body
It is nutrition for the heart and mind
It brings us joy
It brings us together
It powers our memories
It embodies our culture
With each impossibly meaty, unctuously juicy,
deliciously chewy and moreish bite of Impossible meat
We can reinvent food for the 21st century
We can create a new Chinese cuisine for a New China
They said,
That job’s too big, you could never do it
The world’s too big, you can’t see it all
She’s too into food, she’ll never be healthy
They’re way too young, they won’t make it far
What IF it works.
What IF they’re wrong.
What IF I make it.
What IF I CAN.
What IF I do.
What IF good flavor
could be good for us too.
Redefine the Impossible.
Impossible™ Foods, MORE THAN MEATS THE EYE
The Consumer Journey
AMAZE
ENGAGE
EMBRACE
ECOSYSTEM
AMAZE Phase I
#IMPOSSIBLY DELICIOUS AS REAL BEEF#
Create Social Buzz
Food Tasting Event at Wine & Dine Festival
Poster
0% Meat 100% Meaty
Impossible?
Take an impossibly mouthwatering bite
0% Meat 100% Chewy Texture
Impossible?
Take an impossibly
satisfying bite
0% Meat 100% Rich Flavor Impossible?
Take an impossibly
savory bite
Impossible™ Foods Tasting Event
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Shanghai Wine & Dine Festival is held every September and widely popular among foodies.
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In the event, we will make Impossible™ mini hotpot meatballs, which is adapted from the most popular Chinese cuisine, and invite people to taste it.
Viral Video Edit from Food Tasting
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Collaborate with high-end foodie and lifestyle market- Shanghai Wine & Dine Festival
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Leveraging taste and satisfaction as an incentive to draw interest from media, influencers and chefs
AMAZE Phase II
#MEAT THE NEW ME#
Bring new prospects to the table
Food Tasting Event at Internet Companies
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People who work in China’s top internet and tech companies, such as Tencent and ByteDance, are highly-educated, have good incomes, and want to explore new possibilities in life. However, intense work often makes their health an afterthought. This is one of our core target consumer groups.
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Impossible™ Foods will help consumers prioritize healthier and smarter eating choices in 2021 by providing them with the means and nutrition necessary for them to live a more balanced life.
ENGAGE
SOCIAL CAMPAIGN
Establish IF awareness for high value + relevant daily occasions
Promotion Video
MEAT IMPOSSIBLE Challenge
EMBRACE
CHEF COMPETITION
Build trust and confidence in IF products by leveraging
top chef and media endorsements
ECOSYSTEM
WECHAT MINI PROGRAM
Encourage repeat purchases and target the right events/promotions/programs to the audience.
Our Reflection
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The core brand message must be coherent throughout all the online and offline campaigns.
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All the ideas should based on consumer insights.
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Go above and beyond focusing efforts on what the market deems as homogenized value – good taste, nutritious, low fat, 0 Cholesterol, easy to cook
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Attract our consumers with the IMPACTFUL MESSAGE that IT IS IMPOSSIBLY BELIEVABLE AND DELICIOUS!! then convince them that choosing us can make a tangible and positive difference to them, their lives, and the earth they call home.