Insight: Meat eaters are more likely to eat a meat alternative if it looks and tastes like the real thing.
Big Idea: The Impossible burger looks so much like real meat, you can’t even tell it’s made entirely from plants.
Made entirely from plants, Impossible Foods can fool even the most loyal of meat eaters.
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A digital billboard transitions from an image of a real cow to a cow made of plant leaves with just the wave of a hand.