LIGHTLIFE VEGANUARY
A Winning Strategy for Growth
We kicked off 2024 with strong sales momentum, capitalizing on the Veganuary consumption corridor. Our goal was to increase tempeh trial among tofu users (vegans and vegetarians). By highlighting tempeh’s unique benefits and versatile usage occasions, we not only encouraged category growth but also persuaded tofu users to add LightLife Tempeh to their baskets alongside their regular purchases. This resulted in a meaningful boost in LightLife volume within the category.
Through a targeted channel plan we successfully drove awareness of LightLife Tempeh’s benefits and versatility. We leveraged Veganuary to craft a cohesive messaging strategy and hierarchy, paired with a compelling design theme. This approach resonated with meaning and relevance, encouraging trial among non-users and helping to establish tempeh as a must-have food item among the broader audience.
+127%
+29.6K
65% Conversion
Lift in Sales
Units Sold
Among Agnostic or
Competitive Shoppers
Existing Users: To drive repeat purchase and increase frequency, we focused on showcasing tempeh’s versatility and unique possibilities (vs. tofu). Through inspiring recipe ideas, we demonstrated how tempeh could elevate a variety of meals, encouraging users to explore new ways to prepare and enjoy the product.
New Users: To attract wellness-conscious consumers and new users, we emphasized tempeh’s health credentials and superfood status. Clear, benefit-driven messaging highlighted its nutritional advantages, appealing to shoppers seeking plant-based options aligned with their healthy lifestyles.
Leveraging key touchpoints, including Ibotta, In Market, and NRS, we showcased visually appealing content featuring recipes that resonated with both existing and lapsed users, highlighting tempeh’s mouthwatering potential. Secondary messaging emphasized its versatility, flexibility, and health benefits, ensuring consumers understood its role as a creative, healthy, and adaptable ingredient. Product attributes were clearly showcased to reinforce its superfood appeal.
ELEMENTS:
Digital advertising
Pre-Shop Media
Digital Offers & Rebates
Partnerships
In-Store POS