On Saturday, the annual 404 Day festivities hit a new high when Impossible Foods and rap icon Big Boi joined forces for Impossible x Big Boi: 404 Taste the Block at Smorgasburg in Atlanta.
More than 20+ Smorgasburg vendors were set up throughout the space, each serving local favorites with a plant-based twist courtesy of Impossible Foods’ proteins.
The one-day event drew thousands of fans for a full day of pure ATL energy. Spring in Atlanta is guaranteed to bring the heat (and an inescapable amount of pollen), but neither slowed down the festivities. The large crowd packed tightly into the lot in the heart of Downtown, where Smorgasburg holds its weekly market next to Magic City, the iconic strip club and local landmark.
For anyone outside the city limits, 404 Day is an annual celebration that falls on April 4 and serves as an unofficial holiday honoring everything Atlanta. The name is a direct nod to the city’s iconic area code (404) which has become a badge of identity deeply rooted in the community’s pride, music scene, and hustle.
Hip-Hop artists like OutKast, Raheem the Dream, and Goodie Mob helped put the city on the map throughout the ‘80s and ‘90s, and the long line of legends that followed have carried the weight of the area code since.
Over time, 404 Day has grown into a genuine tradition for Atlantans to celebrate the city’s legacy and community that truly makes it the Mecca of the South. Brands and artists have increasingly used the date as an opportunity to pour back into the culture that built them, and this year’s Impossible Foods x Big Boi event was the perfect example of how to do just that.
And if you’re going to throw the ultimate 404 Day party, who better to call to host the celebration than Big Boi? As one half of the legendary OutKast duo and one of the city’s most celebrated figures, only he could deliver a lively homecoming performance.
In collaboration with Impossible Foods, Big Boi debuted the exclusive “Big Boi Double Smash Burger,” served straight from the Impossible Foods Truck on-site. The limited-edition burger drew a serious line, with everyone eager to taste the collab firsthand.
Big Boi Double Smash Burger
Now, full transparency: plant-based food is certainly not my go-to. I’m not vegan, I’m not vegetarian, and on any given weekend you’re likely to find me ordering a ten-piece at my local wing spot. I’ll admit my expectations were not the highest, but the smash burger genuinely caught me off guard.
From the texture to the juiciness, everything about it felt and tasted like a real burger. I went back for the 404 Golden BBQ Nuggets right after, and they had no business being that good. I expected the flavor or taste to be compromised, but I truly enjoyed both, and I believe that’s the most honest endorsement Impossible Foods could ask for. Take it from someone who walked in skeptical and walked away genuinely impressed.
It was a natural pairing. Atlanta takes its music seriously, and it takes its food just as seriously, so bringing the two together under the same tent made complete sense.
High-energy drumline performance from alumni of the Braves Heavy Hitters
The day party got an extra jolt of energy after a drumline performance by alumni of the Braves Heavy Hitters, the percussion ensemble tied to Atlanta’s own MLB franchise.
Custom hats and totes with live airbrushing were available for anyone who wanted a souvenir, and barbershop services, hair tinsel, and glitter tattoo stations. Social media-worthy photo ops and a Pop-a-Shot challenge gave people more reasons to linger, and DJs kept the music going between every set.
404 Day dancers
404 Day keeps growing each year, and if “Taste the Block” is any indication of where it’s headed, Atlanta’s unofficial holiday will only get bigger.
