Which strategic marketing decision helped Impossible Foods achieve its breakthrough moment in mainstream food markets?

In the rapidly evolving food industry, plant-based alternatives have disrupted traditional markets with innovative product development and clever marketing strategies. Impossible Foods created a particularly successful campaign that helped their plant-based meat alternative gain mainstream acceptance and widespread distribution. Test your knowledge about this revolutionary food marketing case study that changed how consumers perceive meat alternatives.

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Targeting high-end chefs and restaurants first before moving to retail, creating culinary credibility and buzz
Launching exclusively in grocery stores with aggressive price undercutting of real meat products
Partnering with celebrity athletes as the primary marketing strategy to emphasize protein content
Initially marketing their product as a health food designed primarily for vegetarians and vegans