It takes four minutes to drive through the typical Los Angeles car wash. Coincidentally, it also takes four minutes to cook a plant-based Impossible burger.
Impossible Foods found a way to tie them together, somewhat, this week as it dipped cautiously back into experiential marketing with “The Great Patty Pickup Party.” The event was staged to introduce its first premade meatless patties, which will compete with similar products already on the market like Beyond Meat’s popular faux-meat patties.
Hundreds of motorists attending the Impossible event Wednesday near Dodger Stadium got free car washes and, on their way out, packages of the new product, which launched this week at national grocery stores.
Also in the goodie bags: Ralph’s gift cards and low-tech French fry kits (actually potatoes with cooking instructions).