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Auckland creative agency True has created a new charming new video to sell Kiwis on the groundbreaking moves the airline has taken (with Silicon Valley food tech start-up Impossible Foods) to give customers a taste of the future.

We’re talking, of course, about Impossible Burger – a first in the world for Air NZ, and now available as part of its Business Premier menu on flights from Los Angeles to Auckland.

Impossible Burger’s magic ingredient is an iron-containing molecule called heme which comes from the roots of soy plants. The heme in the Impossible Burger is the same as the heme found in animal meat. The result is a plant-based burger patty that cooks, smells and tastes like beef but contains no animal products whatsoever.

Air New Zealand’s inflight customer experience manager Niki Chave says the airline has been watching Impossible Foods for some time and has been impressed with the work it’s doing.

Says Chave: “Like Impossible Foods, we are committed to offering our customers a fresh and innovative approach to cuisine. We’re incredibly excited about this partnership and the opportunity to offer our Business Premier customers travelling from Los Angeles to Auckland a delicious plant-based option that tastes just like the real deal.

“For those who prefer the tried and true, the Impossible Burger will sit alongside our regular selection of menu items prepared by consultant chefs.”

“We’re confident vegetarians, flexitarians and dedicated meat lovers alike will enjoy the delicious taste of the Impossible Burger, but for those who want to stay with the tried and true it will sit alongside our regular selection of menu items prepared by our talented culinary team and consultant chefs.”

Impossible Foods ceo and founder Dr Patrick O Brown says the company’s mission is to make the global food system more sustainable by making products that don’t compromise on sustainability, nutrition or taste.

Says Brown: “We launched with high-credibility, innovative chefs known for their delicious burgers, so it’s no coincidence our first airline partner has been named Airline of the Year for five straight years.

“The Impossible Burger is available in nearly 2500 restaurants throughout the United States and now Air New Zealand will help us take the Impossible Burger to even greater heights.”

Air New Zealand will serve the Impossible Burger on flights NZ1 and NZ5 from Los Angeles to Auckland through until late October.


Client: Air NZ
Content Delivery Manager – Global Brand and Content Marketing: Danelle Mouat
Brand Marketing Manager: Grace Blewitt

Creative Agency: True
Creative Directors: Dom Antelme
Creative Director: Ian Sweeney
Creatives: Marika Berney, Tiana Gibbons-Campbell & Matt Ellwood
Group Account Director: Helen Prangley
Account Director: Jessica Standidge
Agency Producer: Emma Cutfield

Production Company: Fish & Clips
Director: Dean Hewison
Head of Content: Saffron Jackson
Editor: Pete Hansen

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