From flemme to chef x HARi&CO
Client : Hari&Co
Mission
To support the launch of HARi&CO’s new tofu products, we worked in collaboration with Quentin Caillot and Loïc Gautheyto create a complete social media activation around a simple concept:
“From Flemme to Chef”.
The idea: show tofu’s versatility through endless uses, from an ultra-quick snack when you can’t be bothered to cook to the most creative, delicious recipes.
The aim was to promote a plant-based product, challenge tofu stereotypes, and change the way people see it. To show that it can be simple, delicious, accessible, generous… and never boring.
Strong, recognizable art direction
We developed sunny, pop-inspired art direction around HARi&CO’s iconic yellow, adding touches of light green and lilac to create a cohesive, lively, instantly recognizable feed.
Each image was designed to combine appetite appeal, irresistible food-porn textures, and immersive compositions.
Tofu for everything
The editorial concept was built around a simple idea:
“Our tofu? Put it in everything.”
The goal: show how tofu fits every everyday occasion, from quick snacks to more creative recipes.
An immersive culinary panorama
The campaign’s centerpiece: an expansive panoramic carousel that gradually reveals all the possibilities offered by HARi&CO products.
Everything was styled in a generous food composition, designed to convey abundance and sharing. Graphic stickers also created a visual thread running through the entire campaign
Tofu like you’ve never tried it
The campaign also included several recipe carousels built around the concept:
“Tofu like you’ve never tried it.”
Impactful hooks, food-porn macro shots, simple recipes, and mouthwatering tastings: everything was designed to make tofu instantly appealing.
Recipes designed for social media
We developed several signature recipes:
- crispy tofu katsu;
- crumbled tofu tacos;
- crispy glazed tofu;
- creamy one-pot pasta;
- skewers and finger food to share.
Each recipe was designed as social media content in its own right: pronounced textures, glossy sauces, mouthwatering macro shots, and lively tasting scenes.
Mini recipe book “From Flemme to Chef”
We also created a mini recipe book reflecting the campaign’s full identity: relaxed, delicious, accessible plant-based cooking, made for switching from “can’t be bothered” to “chef” mode whenever the mood strikes.
A campaign designed to make you hungry
With “From Flemme to Chef,” we created a campaign combining art direction, food photography, styling, recipes, and social media content with one goal: inspire a fresh approach to plant-based cooking.
Project by Cantine Collective in collaboration with Quentin Caillot and Loïc Gauthey for HARi&CO.
Videos that challenge tofu stereotypes
The activation also included several video formats:
- a talking-head video addressing common misconceptions about tofu;
- a tasting with followers, featuring spontaneous reactions and immersive recipe content.
The goal: make tofu more accessible, more fun, and, above all, much more appetizing.
