Tofurky Next Gen Deli Product Launch

Creative Direction / Packaging Design / Launch Campaign / Animation

As plant-based meat consumption became more mainstream with “real” meat-eaters, Tofurky knew it had the opportunity to grow its flexitarian audience. Many of these consumers weren't gravitating toward the corners of the market where their products had historically been placed, so they knew they needed to reach them where they were shopping.

In order to get grocery stores excited to place these new deli slices right next to their “real” meat counterparts, we refreshed the packaging to go all-in on the meatiness of the product. We even embraced AI eye-tracking technology to help justify various updates. Photography of over-the-top meaty sandwiches accompanied a window that put their deli slices front and center. We also updated the hierarchy of the copy to focus more on flavor rather than plant-based callouts.

Instagram Video Ads

To get consumers excited about the updated deli slices, we created a marketing campaign that celebrated the mouthwatering meatiness of their next-gen deli slices 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. We captured lifestlye moments that showed how plant-based deli slices were perfect for everything from a sandwich for one to a charcuterie board with friends.

Campaign Photography

We partnered with one of our favorite photographers, Nicolle Clemetson to capture content for our campaign, featuring everything from still photos to stop-motion gifs to energetic videos for TikTok and Instagram Reels.