This comprehensive strategic communication plan is for Tofutti, a legacy dairy-free brand facing declining sales and brand relevance. For this strategy, we conducted qualitative and quantitative research to identify key consumer insights, competitive gaps, and emerging opportunities in the plant-based food market. In collaboration with my team, I drafted the “Timeless Taste” campaign to reposition Tofutti by celebrating its 40-year heritage while connecting emotionally with modern, health-conscious consumers. We proposed a multi-channel strategy including nostalgic storytelling videos, experiential food truck activations, influencer partnerships, and retail collaborations with iconic NYC bagel shops. The plan aimed to double brand awareness, boost product trials, and revitalize Tofutti’s presence in a highly competitive dairy-free market.

📄Full Comprehensive Strategic Communication Plan.pdf