We created an omnichannel campaign to drive trial of Impossible™ Burger by positioning it as the perfect choice for summer grilling. By tapping into the seasonal excitement around outdoor cooking, we addressed consumers' uncertainty about where to start.

Using consumer insights, we targeted the summer grilling season and showcased Impossible™ Burger as the go-to solution for a perfect grilling experience. The campaign included in-store signage, digital ads, influencer content, a Brooklyn Brewery partnership, and a money-back guarantee via a receipt-validating microsite.

I concepted, art directed, and executed the photoshoot and campaign materials, resulting in 0.23% avg. click-through rate, 130K clicks, and 78.9MM impressions.