Best Marketing Campaign

Tofurky Burger Packaging

With new burger packaging this year, plant-based meat brand Tofurky posed an important question: Can a burger save the world? While many alt-meat brands tout their benefits to the environment, Tofurky used its precious label space as a “mini billboard” to advocate for action on climate change.

The packaging, which hit retailers this summer, came after the brand celebrated its 20th anniversary last year. The burgers’ packaging now includes both broad statements around sustainability like “Climate changes affects everyone” and “To beat climate change, we gotta think big,” as well as more specific calls to action, telling consumers to “Talk to your reps about climate change,” and including the number of the United States Capitol switchboard. The design also included a QR code that directed consumers to a website with further information about contacting representatives and how plant-based eating can impact climate change.  

“Some of the biggest impact we make is just in what we choose to consume… we just really want that message to get into people’s brains the moment they have a choice in front of them and a chance to do something about it,” Athos told NOSH in June. “Our job at Tofurky and as an industry is to make it not an expensive proposition, [but] a tasty proposition, a convenient proposition.”

The climate change packaging is just part of the brand’s sustainability efforts, which also include extending the shelf life of its products to reduce food waste and reducing the paperboard and plastic used for its packaging. 

Back
View the Full Content Calendar
Back
View the Community Call Calendar