SUNRISE PROMOTES BENEFITS OF TOFU
By Adnews Staff
Sunrise Soya Foods of Vancouver has begun a print campaign to promote the health benefits of Pete's Tofu. The campaign is based on the results of a survey on tofu consumption habits in some large North American cities. The campaign is aimed at women 25 to 54 years of age. The creative uses images of Pete's Tofu2Go packaging, the headline "The meat that isn't" and the tagline "Taking the Guesswork out of tofu." Ads are running in Chatelaine, Canadian Living and Canadian House and Home. An insert containing four perforated recipe cards is also included with the ad. Separately, Sunrise has begun a four-week billboard campaign in Boston, one of the largest tofu-consuming markets in the eastern U.S., according to the company. The billboard creative uses the same tagline and packaging shots. The magazine and billboard ads are being accompanied by close captioning tags on the Food Network. The advertising was done by Ignite Communications of Vancouver. Public relations for Sunrise are handled by Hunter LaVigne of Aurora, ON. The research was conducted by Mustel Research Group of Vancouver.