The Challenge
Tofoo came to us with a clear mission. They had an upcoming UK sampling tour spanning 11 locations and wanted engaging video content that would generate excitement across their social media channels. However, that wasn’t the only objective. They also wanted the content to have an evergreen quality, allowing it to be reused over time, as much of their existing social content focused on recipe videos created by a small number of creators.
The videos needed to be funny, authentic and entertaining, while still showcasing the product in a natural way. We decided the best approach was to feature members of the public sampling Tofoo at each location, capturing genuine first impressions through engaging vox pops.
2
Filming Locations
28
Vox Pop Interviews
8
Videos Produced
57K+
Instagram Views
The Approach
We joined the Tofoo team at two stops on their sampling tour: a busy city centre location in Leeds and the renowned Taste of London festival. With such vibrant and energetic events taking place throughout the tour, it was essential that we captured not only the interactions with the product but also the atmosphere surrounding the activation.
Throughout the day, we documented the campaign from every angle, filming rich b-roll of visitors queuing to sample Tofoo, spinning the prize wheel, engaging with the brand, and, for many, discovering Tofoo for the very first time.
Alongside the visual coverage, we developed a short discussion guide designed to encourage fun, spontaneous responses immediately after people had sampled the product. Vox pops were the natural choice, allowing authentic reactions and personalities to shine through. Had we relied solely on b-roll, much of the humour, energy and genuine enthusiasm that made the campaign so engaging would have been lost.
“We had so much fun working with Tofoo on this project, I wasn’t a Tofoo a lover but I’ve been
thoroughly converted! Amazing team, great fun and great vox pops”
– Olivia, Senior Producer at Vox Pops International
The Impact
The final edits quickly captured attention, with one video reaching more than 57,000 views on Instagram alone. In total, we produced eight social media videos, with plenty of additional footage available for future edits, demonstrating how a single brand activation can generate a library of evergreen content.
By combining authenticwith cinematic event coverage, Tofoo was left with a diverse collection of engaging social media content that extended the value of their sampling tour long after the final event had finished.
