iMP hits the road this summer with an ambitious nationwide tour for Tofoo & Co.

Putting the UK’s favourite organic tofu brand directly into the hands of tens of thousands of consumers across 25 live days, 7 cities, and 4 major festivals.

At the heart of the campaign is iMP’s boldly wrapped vehicle. A vibrant, lime-green truck plastered with Tofoo & Co.’s punchy “You Too Can Foo” creative. It’s impossible to miss, and that’s entirely the point.

The tour kicks off at Taste of London (17–21 June) before rolling through the summer festival calendar, hitting Deer Shed (24–26 July), Y Not? (30 July–2 August), and closing out at CarFest (28–30 August). With a target of 29,500 hot samples and 3,500 cold samples, this is high-volume trial at scale. Designed to convert the curious into converts.

Now in its fourth year of hot food sampling, the iMP and Tofoo & Co. partnership has real momentum behind it. What started as a bold bet on getting sceptics to try something new has grown into one of the most consistent and recognisable sampling programmes in the organic plant-based category.

The “You Too Can Foo” campaign is a natural fit for the festival circuit. Playful, confident, and unapologetically bold, it speaks directly to an audience already open to discovering new food experiences. The sampling format does the rest. Getting product into hands, and Tofoo & Co. onto plates.

For a brand on a mission to make organic tofu accessible and exciting for everyday cooks, this kind of direct, high-frequency consumer engagement is exactly the right move.

“Summer festivals are the perfect environment for Tofoo & Co. The audience is adventurous, engaged, and hungry. Our job is to make sure as many of them as possible get to taste it for themselves,” said David Gibbons, Managing Director at iMP.