Cases Study: Grilled Tofu | LTO Digital Recap

Salata introduced a new plant-based protein, Grilled Tofu with Herb Glaze and needed a digital-first campaign to build excitement, drive awareness, and encourage trial. As Digital Marketing Manager, I was tasked with leading the full digital rollout, aligning with PR, loyalty, and brand teams to ensure a consistent message and high visibility across all channels.

The digital team launched a multi-channel campaign centered on maximizing visibility, engaging our loyalty base, and out-performing previous menu item campaigns.

This included:
1.Meta (Facebook + Instagram, paid)
2.Google Display
3.Space City Network (local TV placement for the Houston Marketing only)
4.Loyalty email + in-app messaging
5.National PR distribution + influencer seeding
6.Social Media organic content

Tactics Included:
1.Eye-catching paid creative across Meta and Google
2.A TV spot in partnership with the Houston Rockets via Space City Network
3.Email flight to introduce the item to loyalty members
4.Landing page updates to support conversions
5.Strategic PR boxes sent to influencers, local decision-makers, and loyalty super-users

Impact:
This campaign helped reestablish Salata’s presence in the limited-time offering space with a strong digital-first approach. It exceeded prior menu launch benchmarks and set a new bar for collaboration between paid media, loyalty, and brand.

The tofu launch campaign also marked one of our first cross-channel efforts to include TV, PR, paid digital, and loyalty — serving as a strong framework for future LTOs and product innovations.