White Wave to put national push behind TofuTown line

BOULDER, CO: The maker of Silk soy milk is planning a national campaign for a new line of tofu products.

BOULDER, CO: The maker of Silk soy milk is planning a national campaign for a new line of tofu products.

Silk maker White Wave is working with the Denver office of Carmichael Lynch Spong, the same agency it uses for Silk, on its new TofuTown line of marinated, pre-baked tofu cubes.

Media outreach to food, health, fitness, and cooking publications has already begun, said Elizabeth Neid, the Carmichael senior partner overseeing the campaign.

The campaign's key message points are supposed to be ease of use and good taste, she said.

"We want to continue to put White Wave forward as a leader in the soy food industry," Neid said. "The PR campaign will follow in lockstep with the rollout of the product line. Our first audience will be trade, and the national food channel."

While Americans have been bombarded in recent years by articles discussing the health benefits of soy products, many are unfamiliar with tofu.

The TofuTown campaign will seek to change that by hosting media luncheons to allow sampling of the new products. Consumer samplings will also be staged as distribution of the new line expands next year, Neid said. The campaign likely will use celebrity chefs and other key influencers.

Initially, TofuTown will be available in natural-food stores such as Whole Foods Markets and Wild Oats. It will become available at mainstream supermarkets next summer.

PR will lead TofuTown marketing efforts with advertising to follow, Neid said. The company sees PR as the best vehicle for educating consumers about the new product, she explained.

The firm expects to have three to four staffers on the account. A final budget has yet to be decided upon, Neid said. White Wave is owned by Dean Foods.

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