Tofu is one of the most versatile meat-free foods around, yet 40% of Brits do not know what it is, and 3% thought it was a Japanese board game. For National Tofu Day, we turned those findings into a story for Cauldron, as 2 in 5 people in the UK switch meat for meat replacements. We put a celebrity chef and former Bake Off vegan baker on air across a radio day of interviews, explaining why tofu is rich in protein and takes on flavours so well, and pointing listeners to Cauldron's recipes. The broadcast PR campaign secured 14 items of radio coverage reaching 2.0 million listeners, including Radio News Hub, BBC Radio Leeds and BBC Radio Cornwall.
14Items of coverage
2.0 millionCombined reach
1h 39mTime on air
Coverage highlights
Radio News HubNational news network
BBC Radio LeedsBBC radio
BBC Radio CornwallBBC radio
BBC Radio ShropshireBBC radio
Listen
BBC Radio Leeds · 8m 52s
0:00 / 8m 52s
BBC Radio Cornwall · 7m 30s
0:00 / 7m 30s
BBC Radio Shropshire · 7m 35s
0:00 / 7m 35s
The story
Cauldron, National Tofu Day
The aim
Cauldron wanted to encourage people to eat more tofu and show its benefits for both people and the planet.
The message
Tofu is rich in protein and incredibly versatile, taking on flavours really well. Cauldron has plenty of tofu recipes to inspire people to cook with it on National Tofu Day and beyond.
The angle
Despite tofu being one of the most versatile meat-free foods, 40% of Brits do not know what it is and 3% thought it was a Japanese board game, even as 2 in 5 people in the UK are switching meat for meat replacements.
On air
A celebrity chef and former Bake Off vegan baker
The result
14 items of coverage reaching 2.0 million, including Radio News Hub, BBC Radio Leeds, BBC Radio Cornwall, BBC Radio Shropshire.
About National Tofu Day
National Tofu Day is marked on 1 September. Nobody knows who started it and it has no official organiser. It is separate from World Tofu Day on 26 July, which the animal rights group SPA Canada started in 2014 to promote plant-based eating. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning National Tofu Day for 2027?
National Tofu Day next falls on Wednesday 1 September 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
