Next Gen Foods, a rising alternative protein startup, launched their flagship product TiNDLE — ridiculously good plant-based chicken — in several overseas countries to unquestionable success. As they sought to expand to the U.S., the world's most competitive market for plant-based foods, TiNDLE engaged Headstand as their agency.
To help the company stand out, Headstand leaned on TiNDLE’s differentiators – its extremely versatile application and culinary-first approach. In October 2021, ahead of TiNDLE’s NYC Wine and Food Festival debut, Headstand worked with Food Network Star and TiNDLE advisor, Rocco Dispirito to offer private tasting experience for top-tier media - showcasing TiNDLE in a variety of different applications. Business INSIDER, CNN, Food Navigator, Plant Based News, The Spoon, Bloomberg and Food Dive attended, and the sneak resulted in 130M media impressions.
This soft launch approach gave TiNDLE a leg up of for its official US launch in February 2022. TiNDLE announced this market entrance news in tandem with their record breaking $100M Series A. As such, Headstand engaged in a two-pronged media approach. The first utilized the recent funding news to stand out from other top-tier public competitors in financial media, the second focused on offering media a one-of-a-kind tasting opportunity that promoted some of TiNDLE’s notable chef partners in NYC.
With the rise of omicron virus in the city, Headstand sought to bring TiNDLE to reporters by arranging personal deliveries in the New York area in a TINDLE-branded food truck which delivered TiNDLE chef-inspired creations to reporters at outlets such as PEOPLE, Rachael Ray, Food Tank, Green Matters and Health.
The news of the US debut resulted in 343M impressions and coverage in Forbes, INSIDER, Morning Brew, The Beet, Food Navigator and more.