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
