Problem
Tofutti Foods is a U.S.-based manufacturer of dairy-free and vegan food products - famous for their vegan cheese. With the demand for vegan products expected to rise as much as 18.5% annually in Canada, the leadership team at Tofutti Foods is planning to introduce their products to the Canadian market in January 2023.
The Tofutti name is unknown in Canada and the marketing team understands that if they are going to be successful, they will need to launch a social media marketing campaign to raise brand awareness.
Tofutti Foods currently has a social media presence on Facebook, Instagram, Twitter, YouTube and Pinterest. But, the marketing team wants to be sure to use the right channels to reach their audience. They have a limited budget so they are unable to use all of their existing channels effectively.
Tofutti Foods has hired you to provide recommendations on the platforms they MUST use to reach their target audience.
Using the Mintel Plant-based Food and Drink Report, Canada 2021, and any other sources you think are relevant, provide the marketing team at Tofutti Foods with your recommendations on the social media platforms they should be using to raise brand awareness among Canadian consumers.
Add sufficient detail to help the marketing team make informed choices about their use of social media platforms in Canada. The key is to be succinct, use data and research, and to clearly express your ideas using facts - not opinions.
The report should contain:
Situation overview - a short paragraph that summarizes the situation and provides any important points that the marketing team should know.
Recommendations -about each platform that answers the following questions:
A. Who is the audience being served by this social media platform?
B. Why is this the best platform to raise brand awareness for this audience?
C. What features of the platform do you recommend using to help Tofutti raise brand awareness.