Impossible Foods (Integrated)


It’s hard to change eating habits and easy to stick to foods we’re comfortable with. The challenge was to inspire families to try Impossible Foods meat-alternative products.

The First Bite

There is a comfort in food that keeps us from eating anything other than our usual. Impossible Foods believes in breaking out of your comfort zone, allowing you to eat consciously. Go ahead and take your first bite. You never know how it will spark change.

T-Rex Tyler (Branded Content)

 A children’s book, T-Rex Tyler the Omnivore, was made for kids to read to their parents, encouraging their families to have conversations about fears surrounding new or different foods and the idea of food consciousness.


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Hatchling’s Menu (Product Integration)

Impossible Foods took T-Rex Tyler to restaurant locations providing place mats, games and stickers to entertain hungry rugrats.

Dino-speak (Social)

Tanya Rex, Tyler Rex’s mom, fielded questions related to Impossible Foods on the “ask me anything” (AMA) section of Reddit.


Once on board, adults could share part of T-Rex Tyler’s story with others through an iMessage sticker package.


Writers: Julia Dumas, John Fish, James Payne, Art Direction: Alec Cheline