Unilever Best Foods approached us to help them to launch a new range of sauces under the Blue Dragon and Patak’s brands, enabling chefs to add their own signature to a dish using the sauces.
With the objective of communicating the ease and versatility of use, Torch developed a four tier strategy focusing on personalisation, sustainability, diversification and 1:1 usage. A series of short films were created to quickly demonstrate the simplicity and range of uses available to chefs, and how to use the sauces to enhance existing recipes. These were featured on the updated UFS website and microsites, alongside recipe suggestions, usage ideas and product information. A merchandise pack was produced which included branded jotters, post-its, segmentation charts and flyers. The launch was supported by an extensive online and print trade press campaign which included banner and press advertising, PR and advertorials in key media. Sales of the sauces have exceeded expectations as chefs access information which helps them to maintain their creative independence whilst simplifying the preparation process.
Tags:brand management online promotions