“We love meat” is a very daring statement to come from a plant-based meat brand. But Wieden + Kennedy and Impossible Foods have a very reasonable strategy behind it. The campaign aims to challenge the prejudices (or at least the reticence) of meat lovers and it wants to be the brand that comes out on top as plant-based meat evolves from a niche to a mainstream product.

We Love Meat is the first of three commercials in W+K Portland’s new campaign, We Are Meat, for Impossible Foods. It’s thirty seconds of burger seduction (or as we called it a handful of years ago, food porn) with a surprise rider – “made from plants”.

We Are Meat the first national campaign in the US for the brand and if Oatly caused (is still causing) a fracas in the dairy industry in its country, this is even more likely to provoke the beef industry in the US.

The second spot in the campaign highlights the eco-friendly qualities of Impossible meat:

The third is availability:

Are W+K and Impossible hoping to ignite debate? It’s likely. You don’t prod a beehive thoughtlessly.