Tofoo chooses a field experience approach for its launch in France
For its entry into the French market, Tofoo – the British brand renowned for its high-quality tofu – chose an experiential approach to connect directly with consumers.
Through a nationwide roadshow, the brand set out to introduce its plant-based alternative in a way that was friendly, engaging, and flavourful, turning discovery into a memorable food experience.
A tailor-made solution to build a connection with consumers
For this launch, GLOBE designed an on-the-ground brand activation that was both immersive and accessible, crafted to reflect the brand’s DNA: natural, committed, and positive.
The Tofoo Truck travelled through several French cities with a simple promise — offering free tastings of smoked tofu in a cheerful, feel-good atmosphere.
Through this commercial animation, part of a broader shopper marketing strategy, the brand directly engaged not only with veggie lovers, but also with a wider audience curious to explore a new vegetarian food alternative.
The experience was further enhanced by a digital contest offering the chance to win an Airfryer, along with branded goodies to extend the connection beyond the tasting moment.
A 360° execution combining tasting, engagement, and visibility
The team rolled out a comprehensive setup: custom food truck design, event logistics, recruitment of brand ambassadors, production of communication materials, and coordination of the online contest.
The result: a high-impact brand activation that reflects Tofoo’s values while ensuring direct, high-quality contact with consumers.
This kind of brand activation creates a genuine brand experience, generating strong local visibility, meaningful customer engagement, and positive social media exposure.
