Cauldron aimed to raise awareness about tofu and promote increased consumption as part of a growing shift toward plant-based eating. To support National Tofu Day, we led a strategic media campaign timed to leverage new research revealing that 40% of Brits don’t know what tofu is, while 2 in 5 are switching from meat to meat alternatives. Partnering with celebrity chef Stu Henshall, we secured radio interviews and engaging competitions to educate the public on tofu’s health and environmental benefits, inspiring creative ways to incorporate it into everyday cooking and positioning Cauldron as a leader in plant-based food.