tomaté! : Turning the Tomato into an Icon. -

context

Founded in the Montérégie region, tomaté! is a Quebec company specializing in the cultivation of exceptional tomatoes. With the goal of increasing brand awareness and positioning its products as premium, the brand mandated Franchir to imagine a bold activation.

The challenge was to create a distinctive event aligned with the brand’s high-end DNA, in a highly competitive environment and within significant logistical constraints.

Two varieties were at the heart of the strategy:

The Mama (premium heirloom-style tomatoes)
The Mattéo (a new accessible, high-quality variety)

objectives

Create a significant volume of organic Instagram content.
Generate notoriety for tomaté!
Position the tomato as a premium lifestyle product.
Maximize earned media value through content creators.
Deliver a memorable and distinctive experience.

gameplan

To maximize impact, Franchir designed an activation built around one key objective: turning a single event into a long-lasting engine for organic content. Through L’apéro tomaté!, the strategy was not only to create an aesthetic moment inspired by contemporary dolce vita, but also to generate multiple complementary waves of exposure over time.

The event first generated real-time coverage, with guests sharing the immersive experience and atmosphere throughout the evening. In a second phase, professionally produced photography supported a more editorial layer of content, extending visibility through more polished publications. Finally, the gifted tomatoes encouraged a third wave of content focused on recipes and product usage, reinforcing the brand’s foodie positioning.

Supported by a curated selection of targeted and credible content creators, this approach multiplied touchpoints and content formats, transforming the event into a true driver of organic visibility, both immediate and long-lasting.