Burger King even ran an "Impossible taste test" on self-proclaimed beef lovers, to see if they could tell that the burger they were eating was actually 0% beef.
Additionally, the company noted the new burger option is not stealing sales from its core offerings.
Alongside the flashy new advertisement, the chain restaurant has announced that it will be partnering with Mental Health America on the #FeelYourWay campaign, and selected May for its launch date as it is Mental Health Awareness Month in the US.
This move by Burger King represents the rapidly growing popularity and profitability of the meatless burger movement.
Chris Finazzo said during an earnings conference call that customers were being attracted by the Impossible Whopper. Burger King's same-store sales grew 2% as the company tried to revive US breakfast sales with a $5 monthly coffee subscription offer. The product is created to give the customers another option if they want to eat a burger every day, but not eat beef or any kind of meat.
"It's really hard to distinguish between the Impossible Whopper and the original Whopper", he said.
Burger King has released an ad for the campaign, which features several young people experiencing unfortunate circumstances, from a guy who is living with his parents to a teen bullied at school. 5,000 restaurants in the country already have the Impossible Burger on their menus, such as Red Robin and White Castle.
According to a CNN Business article, the global market for meat substitutes will grow to $6.4 billion by 2023.
Impossible Foods, the company behind the widely popular Impossible Burger, is reportedly having trouble keeping up with burgeoning demand for its products. It was created in connection with Impossible Foods, which creates plant-based meat for vegan products. The main competitor of Impossible Foods envisions a $35 billion market for pseudo-meats in the US.