A barbecool product launch

The new sauces on everyone’s lips

Task

Establish a uniform look and feel for the product launch of the BBQ sauces across all digital platforms and create recipes (including a photo shoot) and a webpage dedicated to all things barbecue

Challenge

Build product awareness on social channels, the website and via outstream. Stylish, high-quality look with humorous copy.

We implemented a digital campaign across all marketing channels (website, Facebook, Instagram, Pinterest, YouTube, newsletter, outstream, banners) to accompany the product launch of the new THOMY (Switzerland) BBQ sauces and worked on positioning the product. This included holding a recipe photo shoot, developing a concept, creating content, and setting up a webpage about all things barbecue. We also developed templates, and a pattern library for future projects. Everything was completed in two languages: German and French.

Involved crafts
UX design
Visual design
Frontend development
Art
Copy
Tablet device with THOMY Switzerland website open in campaign page
Laptop with THOMY Switzerland website open in campaign page
>20
recipes
including photo shoot, copy and publication
40
assets
for YouTube and social media
2
months
until go-live

Recipe shooting

Starting from the photo shoot, we brought the recipes in company with the new THOMY (Switzerland) BBQ sauces to the website. Once again we took charge of the copywriting, image editing and preparation for the website. Unlike standard recipes, each of the more than 20 recipes demonstrated high food appeal in combination with mini storytelling and humorous texts. The challenge: present the products as part of a modern lifestyle – and leave the classic barbecue setting behind.

Group of images of food accompanied by THOMY Switzerland sauces
Group of images of food accompanied by THOMY Switzerland sauces

BBQ-themed website

The recipes were included in a BBQ-themed webpage where users can find information, tips and tricks related to barbecuing. In order to expand the product’s reach, the page also included a prize draw.

Tablet device with THOMY Switzerland website open in campaign page
Two tablet devices, both with THOMY Switzerland website open in campaign page

Product detail pages

Of course, the new BBQ sauces also received their own dedicated sub-pages. Here, as with the recipes, the focus was above all on wordplay and high food appeal.

Smartphone with THOMY Switzerland website open in campaign page
Three smartphones with THOMY Switzerland website open in campaign page

Jeanne Dupasquier, Brand Communication Manager THOMY

Cocomore was able to implement this project in record time, tackled every last-minute change quickly and constructively, and made working together a lot of fun! The result is visually stunning and full of witty wording.

YouTube, outstream and banners

We created numerous assets to market the products via YouTube, outstream and banners. This included TrueView videos, bumper ads, companion banners, outstream videos and banners for Marmiton, the leading cooking website in France. The most important topics were then compiled in the newsletter: new products, recipes, prize draws, and social media presence. A range of assets was also used in other markets in order to achieve synergy.

Group of teaser images about THOMY Switzerland sauces
Group of teaser images about THOMY Switzerland sauces
Smartphone with THOMY Switzerland website open
Smartphone with THOMY Switzerland website open

Social media

Numerous texts and videos were created for Facebook, Instagram and Pinterest. While the recipes took centre stage on Pinterest, the other two channels were used to build awareness of the products and claims. For the videos we used material from adverts, paired with new copy that was concise, funny and aimed at helping users gain a better understanding of the recipes and products themselves.

Get in touch
Email of the end user
Marc Kutschera
Marc Kutschera
Executive Board
+49 69 972 69 - 0
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