The various content pieces of the campaign include a two-hour Yule log video—with Impossible hot dogs roasting over the flames—memes, recipes, crafts and giveaways of ugly holiday sweaters.
Fans are already offering up suggestions for rom-com titles, including “It’s a BUNderful Life” and “Frankly in Love,” with the description, “He likes his with mustard, she prefers ketchup. Can these two star-crossed lovers ever make it work?”
As the capper to 12 days of social posts and digital ads, Impossible will launch a one-day pop-up in midtown Manhattan to dole out samples with the tagline, “It’s a holiday miracle for your mouth.”
The activation will be located near Radio City Music Hall and Rockefeller Center’s massive Christmas tree, giving the brand an opportunity to poll consumers in real time about the product.
Impossible’s hot dogs will go on sale in 2024, with rollout expected first at restaurant chains, following the brand’s established pattern of starting with food service and then expanding to grocery stores.
Hot dogs, the seventh new product to launch in the last 12 months, had been a priority for the company, according to McGuinness, who called the picnic staple “an undeniably classic part of American culture.”