Tofoo & Co has launched a new brand platform as it looks to encourage more shoppers to cook with tofu and expand their meat-free meal repertoires.

The campaign, You too can FOO, has been created by long-term agency partner Who Wot Why and aims to tackle the perception that tofu is difficult to cook or requires specialist know-how.

The new platform gives Tofoo its own verb, “to FOO”, positioning the product as an easy and versatile ingredient for everyday meals.

Launching on 15 June, the campaign will run across out-of-home and social channels in London, Manchester and Dublin for four weeks, with a second burst planned for September.

The creative features four colourful kitchen scenes showing people effortlessly cooking with Tofoo while distracted by everyday moments, including chatting on the phone, listening to music, painting their nails and shaking cocktails.

Shot by fashion and food photographer Julia Kennedy using a super-widescreen fisheye lens, the campaign is designed to show that cooking with tofu can be simple, relaxed and full of flavour.

Each execution features a different dish, tapping into the insight that while shoppers are increasingly adding meat-free meals to their weekly routines, many still rely on the same recipes.

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.”

The campaign launch coincides with a major packaging redesign from Leeds-based agency Chilli, alongside a summer-long sampling push across England.

The 27-date tour will see Tofoo’s You too can FOO branded food truck appear at events including Taste of London, Deer Shed Festival in North Yorkshire and CarFest at Silverstone.

Who Wot Why chief creative officer and founder Sean Thompson said: “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.”

The campaign marks the third creative series from Tofoo and Who Wot Why, who have worked together since 2020.

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