Tofoo & Co, one of the UK’s biggest meat-free brands, is urging more consumers to think differently about cooking with tofu with the launch of a new creative platform, “You too can Foo”.
Developed by agency Who Wot Why, which has handled the Tofoo account since 2020, the activity aims to tackle the misconception that cooking with tofu is a complicated process that needs special knowledge.
The resultant campaign is running on OOH and social channels, showing how easy it is to cook with Tofoo, even when your attention is elsewhere.
Shot by fashion and food photographer Julia Kennedy using a super-widescreen fisheye lens, it features four idiosyncratic individuals sitting in quirky, colour-saturated kitchens as they effortlessly “Foo” their way to a delicious meal while chatting on the phone, listening to music on headphones, painting their nails or shaking cocktails.
Building on the insight that consumers are increasingly introducing meat-free meals into their weekly routines but often fall back on the same recipes, each execution features a different dish.
The campaign breaks next month, across London, Manchester and Dublin for four weeks, with a second burst in September.
Tofoo head of marketing Thryth Jarvis said: “At the heart of this campaign is a simple idea: cooking with tofu doesn’t have to be intimidating. Tofoo makes it easy, inspiring and genuinely exciting, whoever you are. As a brand we wanted a campaign that conveyed taste, ease and variety and Who Wot Why have delivered that and more. ‘You too can Foo’ sets a strong long-term platform for Tofoo, with plenty more to come.”
Who Wot Why vhief creative officer and founder Sean Thompson added: “A lot of us feel like we should probably eat less meat, but think changing our habits will be difficult. So it’s important we get the Tofoo message out to as broad an audience as possible, to prove that every day-chow-down-Foo can be cooked by anyone.”
‘You too can Foo’ launches to coincide with a major packaging redesign for Tofoo, by Leeds-based agency Chilli, and the start of a summer-long sampling campaign across England. The 27-date tour sees Tofoo’s You too can Foo-branded food truck appearing at events including Taste of London, the Deer Shed Festival in North Yorkshire and CarFest at Silverstone.
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