Celebrity chef and food writer Molly Baz is giving tempeh her stamp of approval, on behalf of plant-based brand LightLife.

The CPG is looking to capitalize on the chef and cookbook author’s popularity, especially in light of the controversy surrounding her ad for breastfeeding brand Swehl being removed from Times Square, earlier this year.

Alexis Bronstorph, CCO at agency partner No Fixed Address, says the influencer has some of the hottest takes in food right now, telling strategy that Baz is the queen of creative cooking content and that she cooks fun food that’s fun to make. This is Lightlife’s first tempeh-linked brand campaign, Bronstorph says, adding that Baz has the taste credibility and courage to tell consumers that the polarizing product can be more than an acquired taste.

LightLife has launched a campaign in collaboration with Baz and a dozen other industry tastemakers including chef and Bon Appetit contributor Sohla El Waylly, and plant-based chef, Max Lamanna. Creators are taking to social media to “#tempehfy” their most popular dishes, laddering back to creative verbiage, as well as an eponymous cookbook, an LTO that Lightlife followers can win.

The campaign, in collaboration with creative and media agency No Fixed Address, is supported with OLV featuring Baz, as well as OOH, social, digital and influencer media, all seeking to make #tempehfy a part of the internet’s vocabulary.

In fact, Bronstorph says parent company Maple Leaf Foods came to the agency with the simple request to “make tempeh famous,” and that its marketing team was ready to put tempeh on the map.

All paid media leads to the campaign landing page with info about the centuries-old superfood, along with inspiration and recipes, like Baz’s popular Caesar salad with tempeh subbed in. Bronstorph compares the tempeh effort to how kale and goji berries have had similar recent moments in the sun.

The campaign’s target demo is Lightlife’s audience, based on insights that 7 in 10 Lightlife core consumers had not tried or had an opinion on tempeh. The campaign is also designed to reach trend-seeking foodies.

No Fixed Address Media handled the buy.