Bringing the Tofoo brand to life
Tofoo, a rapidly growing brand in the plant-based food market, set out to make tofu a staple in UK households.
Mediaworks partnered with Tofoo to create a dynamic digital campaign that positioned tofu as a fun, versatile ingredient for everyday cooking.
We Think
Recognising the growing interest in plant-based diets, Mediaworks identified an opportunity for Tofoo to expand its market reach and redefine perceptions around tofu.
As a rising star in the plant-based culinary scene, Tofoo wanted to increase both online sales and retail share by positioning tofu as an appealing, everyday ingredient in meat-free meals.
Research revealed that animated characters and humour-based storytelling in digital ads could attract broader audiences and foster product familiarity. This insight guided our campaign strategy: to create memorable, character-driven content that would engage and educate audiences new to tofu, ultimately enhancing brand visibility and driving consumer curiosity.
We Do
Mediaworks’ creative team developed a comprehensive digital campaign that brought tofu to life through engaging animated ads. We crafted humorous scenarios, featuring tofu cubes as lively animated characters, each with a unique personality, showcasing Tofoo as the hero ingredient in a variety of delicious meals. This character-driven approach gave the brand a fun, relatable voice, which resonated with audiences exploring plant-based options.
We Measure
By blending creative storytelling with targeted digital media, Mediaworks helped Tofoo dramatically expand its market share, enhance product perception, and secure its place as a go-to ingredient for meat-free meals across the UK.
Turnover
+200%
Increase in turnover within 12 months of partnership
Video views
8m
On animated ads
