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In a bid to get more men to dig into better-for-you fare, House Foods America Corp. (HFAC) has recruited New York All-Pro wide receiver Steve Smith to share his love of tofu.
“Steve Smith is the perfect person to say to the men and boys of the world that eating tofu instead of steak or chicken sometimes is a good thing,” said Yoko Difrancia, marketing supervisor at Garden Grove, Calif.-based HFAC. “He is a pro football player who has found success on and off of the field. Whether he is playing an integral role in securing a Super Bowl victory or advocating for his favorite charities, he succeeds.”
Renowned for leading the Giants in 2009 with seven touchdowns and a team record-breaking 107 receptions, Southern California native Smith is a healthy-eating adherent who first sampled tofu in 2007 while in Florida training for the NFL Draft. “When I learned of the great health benefits of tofu, I started calling it my ‘money food,’” recalled Smith. “The healthier I eat, the better shape I am in, and the better I perform on the field.”
The team-up includes a microsite, www.touchdowntofu.com, offering giveaways of signed memorabilia, sweepstakes and more, as well as periodic tie-in events and giveaway promotions Smith will post to his more than 200,000 fans on Facebook and Twitter. Additionally, multiple outdoor advertisements will run in the Southern California and New York metropolitan areas – key major markets to which he has strong ties -- starting the week of Sept. 5.
Smith’s additional product endorsements include ready-to-drink iced teas from Orangeburg< N.Y.-based New Leaf Brands, in which he is a shareholder.