The Impossible Slider

Merkley + Partners, Spring 2018

GCDs: Eddie Van Bloem and Saks Afridi | CW: Michael Williams

To launch 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.

We took real (positive) reviews to make a great (inexpensive) launch spot.

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!"

Here's What People Are Saying About White Castle's Impossible Sliders
As you may have heard, Impossible Foods has arrived at White Castle. Fast food's most prominent high-tech veggie burger debuted last Thursday at 140 White Castle locations in New York, New Jersey, and the Chicago area - which means people have had four days to sample the so-called Impossible Slider, and decide how well it stacks up against two important standards: the original slider that's been on White Castle's menu for generations, and the original Impossible Burger now sold everywhere from Momofuku Nishi to your neighborhood Wahlburgers.