Tofurky Next Gen Deli Product Launch

Creative Direction / Packaging Design / Launch Campaign / Animation

As plant-based eating moved further into the mainstream, Tofurky saw an opportunity to win over flexitarians who weren’t shopping the traditional plant-based set.

To meet them where they were, we repositioned Next Gen Deli to sit confidently alongside “real” meat, leaning hard into flavor, meatiness, and appetite appeal .We refreshed the packaging to spotlight craveable, over-the-top sandwiches, alongside a launch campaign that flipped classic meat tropes on their head — using bold product shots and playful lifestyle moments to show the deli slices at home in everyday meals and social settings.