Launch of the new TORCHYN Street Food sauce range
- Creative
- Complex creative Campaign
- Creative idea
- Communication strategy
- Video&photo production
- Media
- Development
- Design
- SMM & Influencers
Task
In 2022, when a full-scale war broke out in the country, advertising parties, picnics, or festivals became inappropriate. Now, consumers prefer gathering at home in small groups to communicate and support each other.
Consequently, we were faced with the task of coming up with a positive ad campaign for the young target audience that would uncover the full range of new product flavours and show consumption situations.
Solution
Idea
Why not make cooking a reason for a meeting? After all, with new Torchyn Street Food sauces, friends can recollect peacetime when they used to gather in large, loud groups to visit their favourite street food festivals. So, we offered the consumers countless occasions and recipes to meet with friends at a home street food festival.
Mechanics
STAGE 1: Creating occasions for meetings with dishes under a new Torchyn Street Food sauce
Regardless of the communication channel, our new Torchyn sweet-n-sour sauce has become an answer to all challenges. Blackout at your friends’ place? Invite them to your place and cook a snack. A new trash show episode has just come out? Great! Grab the sauce, bring your friends together and cook light appetizers. We have created a list of attention-worthy occasions and offered dishes to go with Torchyn Street Food sauce. We have made video recipes, banners, stories and footers on the website. This is how we announced the new product and its consumption cases.
STAGE 2: Launch of 3 videos and new recipes
We showed how to cook and enjoy street food at home with videos and social media content. We remembered a typical situation from old Hollywood movies where a phrase like, “Hey partner…. Let’s go. I know the place with the best tacos in the city!”. Then, the characters find themselves in some typical street food diner. Today, however, we are lucky to be able to enjoy the best street food at any time. We shared a message that the best street food is cooked at home with your friends nearby. You just need Torchyn sauce!
