LightLife Enlists Molly Baz to 'Tempehfy' Dishes In New Campaign

LightLife, together with agency No Fixed Address, has enlisted the help of American cook and personality Molly Baz to bring light to one of the most nutrient-packed foods there is.

The campaign, titled "Tempehfy," shines the spotlight on Tempeh, a traditional Indonesian superfood made out of fermented soybeans. 

 

 

 

 

 

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"The world has been sitting on this incredible superfood. It is too delicious and healthy not to be on everyone’s grocery list. It’s tempeh’s time to shine," Maple Leaf Foods VP of Brand and Marketing D’Arcy Finley said.

To get it into people's minds, the brand has tapped on the popular recipe-maker Baz, who also happens to be the first-ever pregnant woman to be on the cover of a cereal box, to show how people can incorporate it into their dishes. 

Alexis Bronstorph, No Fixed Address CCO, believes that Baz has some of the "hottest takes in food right now," which makes her a perfect fit for the campaign. 

"Who else could convince people to try an ancient cake of fermented soybeans? She's got the taste cred, and the boldness to be the first chef to admit the tempeh is awesome," Bronstorph adds. 

The 'Tempehfy' Rollout

Joining Baz are 12 other "industry tastemakers" and creators who are sharing their creative ideas on how to "#tempehfy" a wide variety of dishes. These include Chefs Sohla El Waylly and Max Lamanna, and more. 

Part of the campaign rollout includes posts and teasers across different social media platforms, with several appearances by Baz and her chef colleagues. 

 

 

 

 

 

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To further amplify the Tempeh agenda, LightLife has also launched a raffle where foodies can get the chance to win a limited-edition "Tempehfy" recipe cookbook on their Instagram page. 

"In Tempehfy, we reinvent your faves with this 400-year-old superfood," Baz explains in a promotional video. To find the recipes online, users may also visit the Tempehfy homepage.

Amidst its ongoing launch, the hashtag #tempehfy has already garnered several recipes from food enthusiasts all over the internet, piquing the interest of like minds and creating buzz.

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