News and blog posts from MCG

MCG to help The Tofoo Co put the ‘oo’ in tofu


New tofu brand, The Tofoo Co, has appointed MCG to handle its PR and social media launch with an integrated campaign of social advertising and organic engagement, influencer and media relations, content creation and experiential activity.

Offering consumers a high-quality, tasty tofu product that will revolutionise how many people think of tofu, The Tofoo Company might be a new player in the chilled meat-free category, but it has beefy ambitions – aiming to become the number one tofu brand and the number two meat-free brand overall by 2019.

With the rise of the flexitarian diet and increased interest in meat-free eating across the board, MCG will be targeting a wide range of consumer media channels and lifestyle influencers. The integrated PR and social campaign has been designed to educate and enthuse consumers to be adventurous with their meals.

Dave Knibbs, Director of The Tofoo Co. comments: “We have high hopes for our Tofoo. The current meat-free market is worth approximately £263m, 38% of which is chilled, and this is growing year-on-year. With the growing trend towards choosing healthy and sustainable protein as a key part of a balanced diet we believe that there is real demand for an ingredient that offers taste and quality.”
MCG brings a wealth of experience executing highly effective and measurable integrated campaigns for food brands such as Pink Lady® apples, Tenderstem® and Weightwatchers to the Tofoo Co brief. Commenting on the appointment of the Leeds and London based agency Dave continues: “The educational nature of this brief made it a natural fit for a PR and social campaign. We were impressed by MCG’s strategic approach to reaching, enthusing and educating our target audience of adventurous foodies using social media, bespoke content and media relations.”

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If you would like to find out more about MCG or would like to talk to us about a project, please call Christine Mortimer on 0113 307 0113 or email