Impossible Slider

To introduce White Castle's first ever plant-based slider (in partnership with Impossible Foods) we designed a loud and slightly offensive point of sale campaign. Once people got their hands on this meatless sandwich, they got what the &#%* we were talking about and helped spread the word.  

Oh yeah, we also threw a launch party with Questlove, Wu-Tang and Eric Wareheim. 

Can White Castle Sell the Impossible-the Meatless Burger That Bleeds?

At 8 P.M. on Wednesday, the White Castle in Bushwick, Brooklyn, in the shadow of the elevated M-train tracks, was closed for a private party. Eric Wareheim, of the comedy duo Tim & Eric and Aziz Ansari's show "Master of None," played host, greeting guests at the door, wearing a sharp blue suit with a crisp white shirt, louchely unbuttoned at the chest.

White Castle is going all out to lure millennials and teens - and McDonald's, Burger King, and KFC should be scared

"If you're in a White Castle, say 'hell yeah!'" Dennis Coles, a member of the Wu-Tang Clan, bellowed into the mic. "Hell yeah!" replied the crowd of mostly 20-somethings cramped inside the New York City establishment. Young passers-by pressed their faces against the windows to watch. "Impossible Burger, turn up!"

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AD: Jacqui Bontke CW: Michael Williams

Creative Directors: Eddie Van Bloem / Saks Afridi