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Making Every Day Meatless Monday

A household name and staple of vegans for over 40 years, 360PR+ sought to elevate Nasoya tofu brand from a niche audience to millions of Americans at a time when 58% reported wanting to add more plant based foods to their diets (Mintel).

Our research showed that Americans were stumped by tofu, usually just reserved for traditional Asian stir fry, so we turned consumers’ lack of tofu knowledge into an opportunity.

Creating and placing content that cast Nasoya as the go-to for how to cook with tofu and new product introduction like Nasoya kimchi and tofu dumplings, our integrated efforts used assets made by the 360PR+ studio, influencers and celebrity vegan Chef Chloe Coscarelli. Creative and unexpected recipes – everything from Greek Sliders to Chocolate Strawberry Tiramisu, served up relevant content that enabled Nasoya to reach a new millennial audience, driving trial and repeat purchase.

We earned coverage in mainstream food outlets that drove traffic to our web content, contributing to a 34% increase in web traffic. Sales increased double digits two years consecutively. Today the brand enjoys 80% market share for the tofu category and following the 2019 launch of kimchi, it skyrocketed to 65% market share in that category.

 

For more information contact 360PR+.