bronze
Tofurky needed to reposition their Next Gen Deli Slices to appeal to flexitarians shopping in mainstream grocery areas, not just specialty sections. The creative strategy embraced the product's "meatiness" with bold, tongue-in-cheek messaging that played with traditional meat advertising tropes.
We created a social-first campaign that celebrated the mouthwatering meatiness with Tofurky's signature personality and wit.
We turned traditional meat tropes on their head, showcasing the product in scenes that were as flavorful as they were fun. Lifestyle moments showed how plant-based deli slices were perfect for everything from a sandwich for one to a charcuterie board with friends.
Main challenges: Tofurky needed to reach beyond their core vegan/vegetarian audience to attract flexitarians who weren't shopping in specialty sections. The brand needed placement alongside conventional meat products to capture this growing audience segment.
Key objectives: Introduce next-generation deli slices that mimicked "whole muscle cut" appearance and texture; drive awareness, trial and adoption among both existing customers and flexitarians; maintain market leadership position; secure strategic retail placement near conventional meat products; create a design that highlighted the product's improved sensory attributes while maintaining brand personality.
We created a bold social-first campaign that leaned into the product's meatiness while maintaining Tofurky's signature wit. We redesigned packaging to feature the product prominently through a window, showcase mouthwatering sandwich imagery, and prioritize flavor messaging over plant-based callouts. The campaign leveraged Instagram videos, digital/print ads, and eye-catching photography across platforms.
Results:
The campaign plays with Americans' complex relationship with meat while acknowledging the growing flexitarian movement - people reducing but not eliminating meat consumption. With plant-based eating becoming mainstream rather than niche, Tofurky needed to shift from its historical position as a vegetarian specialty product to compete in conventional grocery settings.
The creative approach deliberately subverts traditional meat advertising (which often emphasizes juiciness, texture, and flavor) by appropriating and exaggerating these same tropes for plant-based products, creating a knowing humor that works across regional markets.
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