{"id":4999,"date":"2026-05-21T16:24:08","date_gmt":"2026-05-21T20:24:08","guid":{"rendered":"https:\/\/franchir.ca\/realisation\/tomate-quand-la-tomate-devient-icone\/"},"modified":"2026-05-22T09:31:28","modified_gmt":"2026-05-22T13:31:28","slug":"tomate-quand-la-tomate-devient-icone","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/tomate-quand-la-tomate-devient-icone\/","title":{"rendered":"tomat\u00e9! : Turning the Tomato into an Icon."},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">context<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Founded in the Mont\u00e9r\u00e9gie region, <a href=\"https:\/\/tomate.ca\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">tomat\u00e9!<\/a> 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The challenge was to create a distinctive event aligned with the brand\u2019s high-end DNA, in a highly competitive environment and within significant logistical constraints.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Two varieties were at the heart of the strategy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Mama<\/strong> (premium heirloom-style tomatoes)<\/li>\n\n\n\n<li><strong>The Matt\u00e9o<\/strong> (a new accessible, high-quality variety)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">objectives<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create a significant volume of <strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">organic Instagram content<\/mark><\/strong>.<\/li>\n\n\n\n<li>Generate <strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">notoriety<\/mark><\/strong> for tomat\u00e9!<\/li>\n\n\n\n<li>Position the tomato as a<strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\"> premium lifestyle<\/mark><\/strong> product.<\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">Maximize earned media value<\/mark><\/strong> through content creators.<\/li>\n\n\n\n<li>Deliver a <strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">memorable and distinctive <\/mark><\/strong>experience.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">gameplan<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019ap\u00e9ro tomat\u00e9!, 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s foodie positioning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"4989\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/7-tomate-dsc-5320-1-683x1024.jpg\" alt=\"\" class=\"wp-image-4989\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/7-tomate-dsc-5320-1-683x1024.jpg 683w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/7-tomate-dsc-5320-1-200x300.jpg 200w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/7-tomate-dsc-5320-1-768x1152.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/7-tomate-dsc-5320-1-1024x1536.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/7-tomate-dsc-5320-1.jpg 1280w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"4985\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/9-tomate-dsc-5481-1-683x1024.jpg\" alt=\"\" class=\"wp-image-4985\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/9-tomate-dsc-5481-1-683x1024.jpg 683w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/9-tomate-dsc-5481-1-200x300.jpg 200w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/9-tomate-dsc-5481-1-768x1152.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/9-tomate-dsc-5481-1-1024x1536.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/9-tomate-dsc-5481-1.jpg 1280w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"4983\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/5-tomate-dsc-5372-1-683x1024.jpg\" alt=\"\" class=\"wp-image-4983\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/5-tomate-dsc-5372-1-683x1024.jpg 683w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/5-tomate-dsc-5372-1-200x300.jpg 200w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/5-tomate-dsc-5372-1-768x1152.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/5-tomate-dsc-5372-1-1024x1536.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/5-tomate-dsc-5372-1.jpg 1280w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"4981\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/2-tomate-dsc-5157-1-683x1024.jpg\" alt=\"\" class=\"wp-image-4981\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/2-tomate-dsc-5157-1-683x1024.jpg 683w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/2-tomate-dsc-5157-1-200x300.jpg 200w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/2-tomate-dsc-5157-1-768x1152.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/2-tomate-dsc-5157-1-1024x1536.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/2-tomate-dsc-5157-1.jpg 1280w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"4993\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/1-tomate-dsc-5531-683x1024.jpg\" alt=\"\" class=\"wp-image-4993\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/1-tomate-dsc-5531-683x1024.jpg 683w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/1-tomate-dsc-5531-200x300.jpg 200w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/1-tomate-dsc-5531-768x1152.jpg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/1-tomate-dsc-5531-1024x1536.jpg 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/05\/1-tomate-dsc-5531.jpg 1280w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">results<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>60 pieces of content published:\n<ul class=\"wp-block-list\">\n<li>76% in Stories.<\/li>\n\n\n\n<li>24% in static posts.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>52,000 Reel views.<\/li>\n\n\n\n<li>7,000+ interactions (likes, comments, shares).<\/li>\n\n\n\n<li>600,000+ people reached.<\/li>\n\n\n\n<li>An average of four pieces of content per guest (up to seven).<\/li>\n\n\n\n<li>100% publication rate.<\/li>\n\n\n\n<li>$50,000 in earned media value.e.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The initial investment was surpassed organically.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Credits<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Client<\/strong> | <a href=\"https:\/\/tomate.ca\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">tomat\u00e9!<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Agenc<\/strong>y | Franchir<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Concept and strategy<\/strong> | Franchir<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Art direction and experience<\/strong> | Franchir<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Photographer <\/strong>| <a href=\"https:\/\/www.ehphotographie.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u00c9milie H\u00e9bert<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Floral composition<\/strong> | <a href=\"https:\/\/floriflora.ca\">Flori Flora Fleurs<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Culinary experience<\/strong> | <a href=\"https:\/\/menuextra.ca\" target=\"_blank\" rel=\"noreferrer noopener\">Menu Extra<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To position tomat\u00e9!, a local produce brand, as premium and desirable, Franchir designed an immersive influencer event in the heart of Montreal. The objective: transform the tomato into a true lifestyle icon.<br \/>\nThrough a strong creative concept, the event focused on a sensory and highly aesthetic experience. Sculptural scenography, a gastronomic experience, and editorial content helped generate a significant volume of organic publications.<br \/>\nResults: more than 600,000 people reached, over 52,000 Reel views, and more than $50K in earned media value, surpassing the initial investment.<\/p>\n","protected":false},"featured_media":4980,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[120,118,117,122],"class_list":["post-4999","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-events","real_cat-influencer-relations","real_cat-press-relations","real_cat-public-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>tomat\u00e9! : Turning the Tomato into an Icon. -<\/title>\n<meta name=\"description\" content=\"An immersive influencer event by Franchir that transformed the tomato into a lifestyle product and generated strong organic impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/franchir.ca\/en\/realisation\/tomate-quand-la-tomate-devient-icone\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"tomat\u00e9! 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