Tofoo

Tofu has an image problem. Beige, worthy, a bit joyless. For the brand's first campaign we threw all of that out and showed tofu as what it can actually be: versatile, vivid and genuinely mouthwatering. Borrowing the energy of Instagram street-food accounts, we paired bold, saturated food shots with contrasting backgrounds and heavy black type. It ran across London and online, and made tofu look as good as it tastes.