IMPOSSIBLE X BREWDOG: Remember the First Time? — Citizen Design

Impossible X Brewdog| 2024-25

Teaming up with London PR pros Alfred, we cooked up a bold, flavour-packed campaign to launch Impossible™ Foods’ “Chicken” Fillet across the UK. To turn up the heat, we joined forces with craft beer icons BrewDog, rolling out a tasty national partnership across 48 locations — all designed to boost buzz, drive menu excitement, and get people through the doors in droves.

Deliverables

•Campaign Design
• Social Asset Design
• Animation
• Video Editing
• OOH Ads

We went big on the streets with hyper-local out-of-home ads across London, Manchester, and Edinburgh — serving up 8 million impressions in all the right spots. Think eye-catching placements designed to spark curiosity, whet appetites, and send hungry passersby straight into BrewDog for a taste of the new menu.

Partnering closely with BrewDog’s sales and marketing crews, we rolled out a bold, 360° integrated launch campaign that demanded attention. With a cheeky wink, the campaign set out to win over meat-loving skeptics — proving that plant-based can bring the flavour — and making sure their First Time trying it was anything but forgettable.

Van Rysel: Limited Edition Cobble Print

The Running Channel: Social assets that can run and run.