Established in 1956 as a small, family-run operation catering to the Asian community in downtown Vancouver, Sunrise Soya Foods has since grown to become the largest tofu producer in Canada specializing in a wide range of tofu, soymilk and other soyfood products for the Asian and mainstream markets. Its products are now sold in major supermarkets across Canada and parts of the United States.
THE CHALLENGE
While tofu has long been a staple in Asian and vegetarian cooking, it was considered to be a niche product, available only in ethnic food markets and health-food stores. As interest in healthier eating grew, Sunrise Soya Foods set its eye on expanding into the mainstream market, and approached Whalebone Productions Ltd. to help them raise awareness of tofu as a healthy and versatile source of protein.
STRATEGY AND EXECUTION
Working with Sunrise Soya Foods, we developed a strategy that focused on educating new and existing customers about the versatility of tofu as a healthy, convenient substitute for meat by showcasing it as a main ingredient in popular, North American recipes such as lasagna, meatloaf, and pasta, and as a low-fat base for puddings and fruit smoothies.
Designating the month of March as “Tofu Month,” we developed a theme and created catchy taglines – “You Too Can Tofu!” and “Taste the World of Sunrise Tofu” – inviting consumers to incorporate tofu into their daily lives. Once the theme was determined, we created a series of point-of-purchase material showcasing recipes from around the world and revamped the company’s promotional material to include professional food photography and colourful recipe brochures designed to appeal to mainstream consumers.
RESULTS
The March is Tofu month campaign ran for several years, increasing sales an average of 30 per cent and helping to educate consumers on how to incorporate tofu into their delicious and healthy meals.