It’s called the Impossible Burger because, at first taste, no one can believe it’s not real meat.
Impossible Foods Inc., a company that develops plant-based meat and dairy products, wanted to get their vegan “meat” slider into the mouths of carnivores and non-meat eaters from coast to coast to hype its debut on menus in each city’s local restaurants, so Roaming Hunger’s Experiential Marketing Agency created the Bite Me Tour.
The Bite Me Tour started as a 4-city pop up marketing event but grew to 13 tour stops when Impossible Foods saw a huge organic increase in their social following thanks to visitors spreading the word with #BITETHEIMPOSSIBLE.
We didn’t roll into these local venues in any old truck, either. Impossible Foods wanted to make an eye-catching appearance with one-of-a-kind experiential marketing trailers, so Roaming Hunger found and secured a fleet of twelve, ranging from Airstreams to converted vintage buses, and wrapped them in a branded larger-than-life burger illustration.
Roaming Hunger also worked hand-in-hand with experiential marketing agency Street Factory Media, who installed additional event infrastructure such as a foam pit, photo wall, branded swag, and drone cameras for content creation at each location.
That buzz brought tens of thousands of potential new customers to the Impossible truck at professional and college football tailgates, bustling hubs of foot traffic in downtown areas, the Sundance Film Festival, and the South Beach Wine & Food Festival over the four months of the experiential marketing tour’s run.
Even though we served over 33,000 sliders, each one had the same taste, quality, and appearance thanks to an intensive training procedure Roaming Hunger developed to help our culinary partners maintain Impossible Foods’ high standards.
Leading up to the experiential marketing tour, each vendor received ingredients and was required to practice and send Roaming Hunger photos until they passed the test.
Now, every person that attended our pop up events knows it’s actually not impossible to create a plant-based burger that’s just as delicious as a meat burger. And they can tell anyone that says otherwise to “bite me.”
This tour activated in the following cities: Chicago, IL / Detroit, MI / Boston, MA / Denver, CO / Austin, TX / San Francisco, CA /Tampa, FL / Atlanta, GA / Los Angeles, CA / Salt Lake City, UT (Sundance) / Nashville, TN / Miami, FL (SBWFF)