Torchyn 10 Vegetables. Always a 10/10
- Creative
- Complex creative Campaign
- Creative idea
- Video&photo production
- Media materials
Context
Torchyn 10 Vegetables had no issues with quality or awareness. The brand was well known among younger audiences — but it wasn’t part of their basket.
Our task was to shift that perception and communicate the product update — now with 44% more vegetables.
Insight
The concept is built on a simple insight we uncovered together with the client through audience research: life isn’t perfect.
We get tired, we rush, we don’t always keep up — and you know what? That’s completely fine. What matters is to keep going.
And making sure dinner still hits the mark? That’s where Torchyn 10 Vegetables comes in.
Idea
We started with several creative concepts and narrowed it down to two finalists. To go beyond intuition, each idea was tested with focus groups.
Using AI, we created animatics — short video prototypes that helped better visualize the concept for the audience.
The “10 out of 10” idea delivered a stronger emotional response. While it landed instantly, feedback from participants helped uncover weak spots.
Based on that input, we refined the details and significantly improved the final script.
Execution
For TV, we developed a single hero film. For digital (TikTok, YouTube, Meta), we created three short videos — each built around a different scenario: a young guy living on his own and cooking lunch, a couple having a romantic dinner at home (even incorporating winter blackout realities), and meeting your partner’s parents.
All videos shared one common thread — Torchyn as a simple, everyday switch from “just okay” to “actually tasty.”
Each script was crafted to land even with the sound off.
Context Adaptation
The campaign rolled out in phases starting February 2026, covering nearly every channel: TV, Display & Video 360, radio, TikTok, YouTube, and Meta.
Each integration was tailored to fit the platform. For example, on radio we didn’t just run standard spots — we also launched native host integrations.
The logic is simple: people skip ad breaks, but they listen to conversations. When the message becomes part of the live show, it feels like content — not an interruption.
Production Without Limits
Production across all videos was handled by Pronto Film. The shoot was directed remotely by Corinna Winter from Hamburg, while the on-set process and casting were coordinated by the studio’s second director.
Interestingly, the team never really felt the director’s physical absence. Today, remote collaboration is an opportunity to bring in top talent from anywhere in the world.
Results
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91%audience reach within the target group
-
+29%sales growth in the category during the first three months of the campaign
-
+4 ppincrease in market share
