Which innovative marketing strategy did Impossible Foods use to initially introduce its plant-based meat to consumers?

The plant-based food market has exploded in recent years, transforming from niche to mainstream. Behind this growth are sophisticated marketing strategies that have changed consumer perceptions and shopping behaviors. This trivia question explores how one major plant-based brand strategically positioned itself for mass market success through a specific approach that differentiated it from competitors.

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They launched exclusively in high-end restaurants before moving to retail
They offered free samples in grocery stores nationwide
They created viral cooking challenge videos on social media
They partnered with celebrities for home cooking TV commercials