While the rest of the country was catching up on the final days of the NCAA tournament, Atlanta was busy celebrating its own holiday: 404 Day. On Saturday, April 4, Impossible Foods executed a high-fidelity hometown takeover, partnering with Outkast legend Big Boi to transform Smorgasburg Atlanta into the “404 Taste the Block” festival.
Decked Out got the opportunity to cover the event this weekend, and here is how it went down.
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Table of Contents
The “Big Boi Double Smash”
The centerpiece of the event was the debut of the “Big Boi Double Smash Burger.” * The Hardware: Served exclusively from the Impossible Foods Truck, the burger utilized Impossible’s signature plant-based beef—engineered to replicate the Maillard reaction (the “sear”) of conventional meat—stacked in a double-patty configuration designed by the “General Patton” of ATL hip-hop himself.
- The Flavor Profile: Over 20 Smorgasburg vendors joined the mission, flipping local favorites with plant-based pivots, proving that the “Impossible” mission can scale from a Silicon Valley lab to an Atlanta block party without losing its soul.
The 404 Day Vibe Check
Photo: Impossible Foods
Beyond the grill, the festival leaned into the aesthetic of Atlanta’s street culture:
- The Performance: Big Boi delivered a high-energy set that bridged the gap between 90s nostalgia and 2026’s plant-based future.
- The Lifestyle: From a pop-up barbershop to “Pop-a-Shot” challenges, the event was a masterclass in community-first marketing.
The Mission: Scaling the Future
By partnering with icons like Big Boi, Impossible Foods is proving that sustainability doesn’t have to be clinical—it can be “Kryptonite” cool. According to life cycle assessment data, every Impossible patty sold represents a significant reduction in land and water use compared to traditional animal agriculture.
And Saturday’s block party was proof that the food system can be transformed, one smash burger at a time.
Featured Photo: Impossible Foods
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Author Bio
Jael Rucker is the founder of Decked Out Magazine. She has previously worked as the Associate Commerce Editor at PureWow, focusing on analytics and trends to pitch stories and optimize articles that build and engage their audience. Her work has also been seen in Footwear News and WWD. Prior to 2024, she was the style and pop culture editor at ONE37pm for over three years, contributing numerous product reviews, brand profiles and fashion trend reports, which included interviewing Steph Curry, Snoop Dogg and more.
