The holiday hullabaloo is real. Northwestern University’s Medill Spiegel Research Center found that only 10% of consumers complete their holiday shopping by mid-December. Nearly one in five haven’t even started yet. SurveyMonkey reports 40% of Americans are in present paralysis, utterly at a loss for what to get people.
Then there’s the impossible crowd—the parents who say “we don’t need any gifts this year” but will attack you with passive aggressive comments when you follow their guidance, the significant other who “wants to be surprised,” and Kevin from the growth team in the office Secret Santa draw (you know nothing about Kevin except his daily protein shake and quiet aura of mystery).
That’s why Impossible Foods partnered with Brooklyn-based creative agency Young Hero to launch “The Impossible To Gift, Gift Kit”—a social-first campaign with three custom vignettes for the fancy, spicy and snacky people in your life. Created with director Jeff Gonick, the self-aware content series features Impossible’s Italian Meatballs, Steak Bites, Corn Dogs, Chicken Tenders, Spicy Sausage and Spicy Chicken Nuggets.
Juicy steak bites and emotional insurance disguised as dinner
The fancy kit tackles the in-laws problem head-on: “Your mom, dad, aunt in laws are all practicing their favorite holiday phrase. I don’t want anything this year, so give them something they can’t guilt trip you over juicy steak bites, saucy meatballs, emotional insurance disguised as dinner.”
The snacky Deluxe edition solves Kevin: “Office Secret Santa, and you pull Kevin from the growth team, you know nothing about Kevin except his daily protein shake and quiet aura of mystery solution corn dogs and tenders that taste so nostalgic they’ll rewind life back to childhood before his personality became spreadsheets and quarter zips. Kevin will open this and think, wow, they get me. You do not get Kevin, but these corn dogs do.”
And the spicy kit? That’s for partners who are “the human equivalent of a locked treasure chest. Spice up their life with this holiday hack the impossible spicy gift kit, the pickiest partner will say, babe. How’d you know.”
Retro format, modern problem-solving
Young Hero’s approach to the campaign was deliberately counter to typical holiday marketing chaos. The QVC-inspired format isn’t accidental—it’s strategic.
“The QVC format has always felt like someone in your corner, taking the time to tell you why you need something versus bludgeoning you to buy,” says Nick Panayotopoulos, Executive Creative Director at Young Hero. “We’ve seen a lot of brands lean into the chaos of holidays. We wanted to do the opposite, to rather, be a solution—that’s as simple as a bag of meatballs—for how you can treat the people in your life this holiday season.”
The Brooklyn-based agency’s creative execution leans into nostalgic comfort while keeping the humor sharp and self-aware. Each vignette showcases Young Hero’s ability to balance playfulness with practical utility—a hallmark of their creator-led approach to brand work.
“Holiday gifting is stressful. We saw an opportunity to help lighten the load with some playfulness and humor, while riffing off our brand name,” says Caitlyn Hatman, Senior Director of Integrated Marketing at Impossible Foods. “The retro infomercial style allows us to dial up the nostalgia and much-needed comfort, while showing how food can help bring people together. Our products can bridge the gap across a variety of preferences, even for those who might seem ‘impossible’ to please. We’re all about making the holidays easier—and more delicious.”
Food that works for everyone (even Kevin)
The campaign taps into a specific holiday dynamic: traditions have become a major moment for bucking food habits. According to the pitch data, 92.8% of people with self-imposed dietary restrictions admit to loosening up during holidays. Even 35% of non-meat-eaters say they (or a vegetarian they knew) would be eating meat on Christmas day. Those with dairy restrictions? 33% “cheat” during holidays. Gluten restrictions? 26%.
“Food has attitude—and Impossible Foods has the range to match,” says Panayotopoulos. “We’re showcasing products that can be high-end, no-frills or a late-night indulgence. We’re done with mixed messages. We’re just showing off great food that works for everyone at a time when people are open to trying new things.”
The campaign reflects Impossible Foods’ efforts to be the bridge, serving up food that meat lovers, vegetarians and flexitarians can enjoy together. After all, 100 million+ flexitarians in the U.S. love meat but want to eat less of it.
The social-first campaign kicks off on Impossible’s Instagram and TikTok channels, with a giveaway program launching early next week to carry the good-food-gifting vibes into the New Year because impossible people deserve the gift of good taste. Even Kevin.
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