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3rd Place – YMC 2020 Ukraine

The first ever Young Lions Marketers Competitions Ukraine 2020.

Torchyn #masculinary campaign Brand link Torchyn is one of the most recognizable cooking brands in Ukraine. However, due to established traditions and lifestyle, it’s a brand with a female face. Not so long ago we targeted only women of different ages. In fact more and more men are involved in cooking and we cannot discard them from culinary field. For example, since 2018-2019 we started targeting our TV and digital campaigns on men also and include them to global market researches. Torchyn brand’s vision is inspirational cooking. So why men cannot be inspired as well? Insight Gender roles stereotypes still affect our everyday lives. Cooking is not an exception. Women spend a lot of time cooking while this time can be spent elsehow with more pleasure. At the same time, some men are not very confident about cooking as they lack proper skills. They are often used to the fact that women (mother, girlfriend, wife) should cook for them. Idea This idea is not to encourage women to leave all the cooking to men, but rather to inspire men to join. We want show men that cooking is not that hard, it’s a nice skill to have and it could be “masculine” and exiting experience. Both genders will benefit if we get rid of this stereotype. Women could have more free time to spend on what they like, and men will not feel ashamed about doing “non-masculine” things. Objectives: ○ Increase awareness about inequality in household chores ○ Make cooking more popular among men ○ Contribute to gender equality Strategy. We plan to launch 360 #masculinary campaign that will have impact on the whole brand positioning strategy. It will include the next steps: 1. 3 months packaging redesign for certain categories: soy sauces, bases for and marinades.These products have the most modern perception, the youngest and the most open-minded TA. Moreover these categories are the most used ones as quick and easy cooking solutions. 10% of sales goes for charity for fighting for equal rights. 2. Cooking classes for men only with the best Ukrainian chefs (Klopotenko, Yaroslavsky etc.). Entrance fee goes for charity for fighting for equal rights. 3. POSM, TV and digital (opinion leaders involvement) 4. Creating social buzz around domestic gender inequality topic via PR Core TA for #masculinary campaign are men aged 18-35, however, it is also aimed to draw attention to problems of gender inequality among all social clusters.

Young Lions Marketers Competition is a registered trademark and a competition format of the Cannes Lions International Festival of Creativity. All international inquiries should be directed to the Cannes Lions office - https://www.canneslions.com/about/contact-us. For inquiries in Ukraine, please contact the Cannes Lions Representative office – lions@creativity.ua

More details - https://creativity.in.ua/ymc

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3rd Place – YMC 2020 Ukraine

  1. 1. Shevchenko Valentyn Hetman Anastasiia #masculinary
  2. 2. TWICE as much time on house chores 68% of people agree that women have less freedom due to house chores IN 64% of households women are the major cookers 2:15h 4:15h Women spend 👩👨 Source: UNDP Ukraine Gender Profile, Rating Group Disclaimer: Pictures are used to highlight problem of gender stereotypes and inequality. No abuse intended
  3. 3. Torchyn is one of the MOST FAMOUS cooking brands in Ukraine Our vision is to MAKE COOKING not a chore but SOMETHING EXITING Until recent years Torchyn only targeted women but we are about to MAKE A GREAT LEAP FORWARD
  4. 4. 4 #masculinary
  5. 5. Insight Gender roles stereotypes still affect our everyday life. Cooking is not an exception. Idea Inspire men to join and enjoy cooking Objectives ○ Increase awareness about inequality in household chores ○ Make cooking more popular among men ○ Contribute to gender equality TORCHYN #masculinary
  6. 6. COOKING CLASSES Cooking classes from Ukrainian famous male chefs with original and easy-to-cook recipes Entrance fee goes for charity to fight gender inequality MEN ONLY
  7. 7. LIMITED TIME REDESIGN 3 MONTHS White Black 10% of sales goes for charity to fight gender inequality Disclaimer: #Masculinity design is in progress DRAFT DRAFT DRAFT
  8. 8. CAMPAIGN SUPPORT ECOSYSTEM TV Digital PR POSM
  9. 9. PLANNING Budget Media – $165k PR – $12k POSM – $16k Packaging - $22k Cooking Classes – $16k Business targets Create social buzz Improve Torchyn perception as Socially responsible brand Widen TA – men 18-35 Timings Social impact Increased awareness on gender inequality Show real-life example of “new masculinity” Fundraising for gender equality TV production Sep’20 Creative brief Jun’20 Packaging redesign ready Sep’20 Classes preparation finished Oct’20 Campaign start Nov 19th , International Men’s Day
  10. 10. Thank you!

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