The company in charge with Tofutti’s new PR campaigns is Rubenstein Public Relations (RPR), a full-service, New York City-based, public relations agency, with more than 20 years experience in the field. The agency specializes in luxury brands, consumer products and sustainable products, among others. An excellent choice for Tofutti, whose core values revolve around RPR’s specialties as well.
Tofutti is a company that basically sells tofu ice cream: a range of products with no cholesterol, no butterfat and way less calories than traditional ice creams. Founded in 1981 by David Mintz, Tofutti Brands, Inc. is already a success story. The company sells more than 80 diary-free foods including frozen desserts, cheese products and prepared dishes, in the United States and in more than 30 countries around the world. But this doesn’t mean that Rubenstein will have an easy task.
Despite the fact that Tofutti was an innovation at its time, today there are many companies competing with the “original” tofu ice cream. Not many as popular and exclusively tofu-based as Tofutti, but some with a stronger social media presences, that boost brand awareness more effectively than Tofutti’s current online strategies.
“We are excited to begin working with Rubenstein Public Relations,” said David Mintz, in a press statement. “I am confident that the firm’s creative media strategies will help us successfully launch a number of exciting new initiatives, and build further recognition for our brand.”
Rubenstein PR will develop a measured program for Tofutti Brands, that will produce consistent exposure, and generate ongoing recognition for the company and its dairy-free products. A more than needed strategy in a modern business environment, where Tofutti’s Facebook and Twitter presences for instance, are currently very weak and non-engaging.