BILL GATES BACKED IMPOSSIBLE FOODS CHOOSES STIR PUBLIC RELATIONS FOR “DEPTH OF EXPERIENCE”, MARKET KNOWLEDGE, AND FLEXIBILITY
Impossible Foods is launching its award-winning Impossible Burger in Hong Kong and has selected boutique agency Stir Public Relations to spearhead their first ever international launch communications and events efforts.
Started in 2011 by Stanford biochemistry professor and former pediatrician Dr. Patrick O. Brown, Impossible Foods makes meat directly from plants — with a much smaller environmental footprint than meat from animals. The company uses modern science and technology to create wholesome food, restore natural ecosystems and sustainably feed a growing population.
Hong Kong is the first place outside of the United States to feature the Impossible Burger, which cooks, smells and tastes like ground beef from cows but is made sustainably and entirely from plants. To date, Impossible Foods has raised more than US$300 million in funding, making it one of Silicon Valley’s fastest growing startups.
Ashley Geo, Impossible Foods’ Communications Manager says, “We chose to launch with Stir PR because of their depth of experience launching global brands in the Hong Kong market. We’ve been continuously impressed with their ability to seamlessly integrate into our team and bring the Impossible brand to life here — through well-executed events, campaigns, and experiences.”
The agency’s first project with the brand was executing launch media relations, a press conference, and a large-scale influencer event. At the launch events, it was announced that Impossible Foods is partnering with top Hong Kong chefs May Chow and Uwe Opocensky to introduce the city to their revolutionary plant-based meat. Stir Public Relations will also coordinate a press junket to the Impossible Foods headquarters in California, USA.
Stir PR was founded in December 2014 by Robin Smith, and has since successfully executed campaigns and events for global giants such as Absolut Vodka, GH Mumm Champagne, Chivas Regal, and more. The agency specializes in creative communications and events for restaurants, nightlife, and the food and beverage industry.
Smith began her career in the industry with iHeartRadio in the US, where over the course of a six-year career with the company, she launched campaigns for clients such as Bacardi, Coca-Cola, Yum! Brands and Kit Kat.