As a leader in the plant-based protein industry, Nasoya has been inspiring people to eat healthy for over 40 years. Despite plant-based diets becoming increasingly popular, many have avoided tofu. The reasons for this varied from people not knowing how to cook it properly to fears that it would be lacking in flavor. Nasoya’s existing social channels hosted beautiful food photography but the content appealed most to those who already knew how good it was. While we wanted to continue to engage these tofu lovers, our team identified a new audience—the tofu-curious—who we knew we could convert. With this new persona in mind we set out to answer all the tofu 101 questions and counter any objections a first time tofu eater might have. We shared tips to easily incorporate tofu into your diet by sharing quick, mouth-watering recipes and touting the endless health benefits of plant-based proteins.

ROLE
ART DIRECTION, DESIGN & SOCIAL STRATEGY

COLLABORATERS
CONTENT STRATEGIST: NICKI BARRETT
FOOD STYLIST: SUNNY RICKS