top of page
LIGHTLIFE VEGANUARY
TURNING TOFU USERS INTO TEMPEH FANS
DEFINE THE PROBLEM
January is a peak time for plant-based products, as consumers tap into the Veganuary consumption corridor. The challenge: increase tempeh trial among tofu users (vegans and vegetarians) while broadening category appeal. Our task was to highlight tempeh’s unique benefits and versatile usage occasions – encouraging tofu buyers to add Lightlife Tempeh to their baskets alongside regular purchases.
THE IMPACT
Our strategy delivered a meaningful boost in Lightlife volume within the category and helped position tempeh as a must-have food.
DESIGN THE SOLUTION
We built a cohesive messaging hierarchy designed for Veganuary: clear, benefit-driven communication paired with a compelling design theme. The strategy showcased tempeh’s health credentials, superfood status, and versatility – appealing both to loyal plant-based shoppers and new wellness-conscious consumers.
DEPLOY THE PLAN
Existing Users: Inspired repeat purchase and frequency with recipe-led content that highlighted tempeh’s versatility and elevated everyday meals.
New Users: Positioned tempeh as a nutritious, protein-rich superfood with clear benefit-driven messaging to attract health-focused shoppers.
Channel Mix: Leveraged Ibotta, In Market, and NRS to deliver appetite-driven content across shopper touchpoints, featuring recipes, usage ideas, and secondary health messaging.
Product Storytelling: Reinforced tempeh’s role as a creative, healthy, and adaptable ingredient through clear attribute callouts and mouthwatering food visuals.
WHY IT WORKED
By using Veganuary as a cultural entry point and reframing tempeh as both a versatile ingredient and a superfood, Lightlife successfully drove trial among tofu users while expanding category appeal. The campaign not only grew sales but also shifted perception, establishing tempeh as a staple in the modern plant-based kitchen.
ELEMENTS
-
Digital advertising
-
Pre-Shop Media
-
Digital Offers & Rebates
-
Partnerships
-
In-Store POS
bottom of page