Our Collective Vision
In 2014, we booked our first date with Tofurky. I say “date” because with this dynamic crew, it has always felt more personal–a business partnership with Tofurky means a true relationship, not just a transaction. Jen and I were beaming (and sweating!) through that first conversation in Hood River, Oregon. Seth (Founder) lightened the mood with his obscure stories, quirky charm, and joyful grin. He is the definition of a down-to-earth, no-bullshit human who is guided, uncompromisingly, by his huge heart. Erin (Marketing Director) made sure to bring the tough questions: data to back our recommendations, proof of performance in the industry, and every idea returning to ROI. With their fast growth and strong values, Tofurky needed to find, not just any recipe creation agency, but a team equally driven by both purpose and performance. Spoiler Alert! We got the gig. *emojis*
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Setting the Table
In that very first meeting, Tofurky laid out their monumental challenge: How can they evolve to stay relevant (better connecting with younger generations) while also staying true to their roots (not losing touch with their loyal early adopters)? How do they change, without changing? Tofurky looked to us to see if we had the heart (+ creativity + brains + stamina) to lean in and take it on together. Hell yes, we did. So we all rolled up our sleeves and began brainstorming a strategic, innovative vision for Tofurky’s brand (r)evolution.
Our focus began with defining a bold visual brand identity that would resonate with a diverse, younger audience. Then we tackled our favorite part–the foooooood. This called for a radical shift in recipe development, as we set out to crush the stigma around vegan food being bland, unfilling, and only for yogis. And finally, we needed to tie it together with inclusive, unapologetic copywriting that connects people around more than just food labels to promote more GOOD: for people, for animals, and for our planet.
