On Saturday, April 4, Impossible Foods teamed up with Atlanta rap legend Big Boi for the ultimate 404 Day celebration: “Impossible x Big Boi: 404 Taste the Block” at Smorgasburg Atlanta. Thousands of fans packed the one-day-only festival as Big Boi delivered a high-energy hometown performance and debuted the exclusive “Big Boi Double Smash Burger,” created in collaboration with Impossible Foods.
Guests enjoyed bites from 20+ Smorgasburg vendors serving local favorites with a plant-based twist courtesy of Impossible Foods’ plant-based proteins as the market transformed into a full-scale block party where music, food, and flavor came together for a next-level celebration.
Event highlights included:
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Live performance by Big Boi
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Exclusive “Big Boi Double Smash Burger” served at the Impossible Foods Truck
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High-energy drumline performance from alumni of the Braves Heavy Hitters
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Custom hats and totes with live airbrushing
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Barbershop, hair tinsel, and glitter tattoo stations
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Festival-style photo ops and Pop-a-Shot challenge
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DJs spinning throughout the day
(Photos by Carol Lee Rose/Getty Images for Impossible Foods)
