The company who are leading a revolutionary plant-based meat transition by grilling burgers not the planet. A scientific innovation changing the food system, wrapped in a palatable product and endorsed by countless influencers.

Lean Story Canvas
Everyday Hero Everyday Hero

People who love meat, first and foremost. They want a delicious burger, with protein value. And they want the special 'meat eating' moments: BBQs with friends; hot dogs while watching live sport; midnight fast-food runs.

Ordinary World Ordinary World

Lack of high-quality meat alternatives on the market, in the eyes and on the taste buds of meat eaters.

Better World Better World

Meat eaters enjoying the same experiences of eating meat, without a growing sense of guilt or the collateral damage and having a better-than-meat story to share. Adjusting their diet to reduce their environmental footprint, alongside those who love the best plant-based food.

Compelling Villain Compelling Villain

The persistent cultural narrative amongst meat eaters that all non-animal protein sources are inferior in taste.

Call to Adventure Call to Adventure

Marketing and messages that tell consumers that it's never been more delicious to save the planet.

Crossing the Threshold Crossing the Threshold

Eat your first Impossible Burger!

Three Challenges Three Challenges

Three difficult but confidence-building hurdles to be overcome

  1. Why is Impossible better? All the flavour, aroma and beefiness of meat from cows. Try the sausages and "chicken" nuggets too.
  2. Where can you get it? From Burger King to Trader Joe's, in thousands of restaurants and grocery stores in 9 countries, so far.
  3. Learning about the positive environmental impact and choosing more environmentally friendly food and life choices: e.g. up to 88% less water, 77% less GHG emissions and 47% less land.

Allies and Gifts Allies and Gifts

Excitement from celebrity investors putting their money where their mouths are, including: Jay-Z, Katy Perry and Serena Williams. Credibility from meat-lover's favourite fast food chain, Burger King.

Mentors and Gifts Mentors and Gifts

66 year old, Stanford University Professor of Biochemistry, Pat Brown. Driven by a personal mission to make a difference in solving one the world's biggest challenges, Pat stepped off a quiet and safe path to retirement, to jump into the life of a start-up CEO.


Meat Eaters with a concern for the environment

Everyday heroes. Everyday heroes.

No attractive alternatives

Ordinary world. Ordinary world.

Belief that nothing matches meat

Compelling villain. Compelling villain.

Grill burgers, not the planet

Call to adventure. Call to adventure.

First Impossible Burger

Crossing the threshold. Crossing the threshold.

Celebrity investors

Mentor, allies and gifts. Mentor, allies and gifts.

Try me!

Challenge. Challenge.

Where can you get it?

Challenge. Challenge.

Big flavour, small footprint

Challenge. Challenge.

People who love meat, plants and the planet

Better world. Better world.

Visual Storyboard

Everyday heroes.

Ordinary world.

Compelling villain.

Call to adventure.

Crossing the threshold.

Mentor, allies and gifts.




Better world.

Download Storyboard
Story Insight

Story Insight

Terrific illustration of creativity and storytelling to engage early adopting allies and drive faster adoption. Helped by the singular pursuit of their seemingly impossible but crystal clear mission to make a meatless product the no.1 choice for meat eaters. Consistently told, from their origin story, the story of their technological innovation and their investor story, through to their marketing. It’s even in their name.


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