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Special Project

Special Project
From the 6th Annual Shorty Awards

Protein Service Announcement

Entered in Real-Time Response


To celebrate WestSoy’s new #BakedInBoulder redesign, reflecting the brand’s Colorado heritage and the artisanal delights of its new baked and seasoned tofu, tempeh and seitan, ICED Media took an unexpected approach to the brand’s new digital footprint—forgoing traditional platforms like a website and Facebook page, in favor of launching exclusively on Tumblr. With a growing user base representing a new generation of health-conscious eaters, a flexible platform that brands can easily customize, and a built-in audience of influential vegetarians, vegans, and foodies, Tumblr was deemed the premiere destination to showcase our brand creatively. The imagery itself reflects a suite of interactive and engaging visuals showcasing beautiful food photography, Rocky Mountain landscapes, educational infographics, and iconic GIFs. As current events and trending topics coincide with the WestSoy brand persona, persona, evergreen graphics are complemented with real-time content such as an animated vegan food pyramid GIF created shortly after the announcement that Jay-Z and Beyonce were participating in a 22-day plant-based diet challenge. This particular graphic was recognized as a trending post by Tumblr and featured in their weekly newsletter as well as lauded by trade and consumer press alike including Digiday and Vibe. WestSoy also partnered with cultural notables such as Garden of Vegan, a perennially trending vegan Tumblr, to create customized recipes and food photography to complement WestSoy’s own original content. With an average of over 2,500 notes on recipe posts, an organic growth of more than 5,000 followers in its first month, and an intuitive sense on how to capitalize on relevant trends, WestSoy—WestSoy has carved a distinct creative niche that is constantly engage their consumers online in innovative ways.


Entrant Company / Organization Name

ICED Media