A Go-To-Market Strategy That Sizzles
Pitco is a leading commercial fryolator company that has innovated electric and gas deep fryer technology since 1918. To launch its revolutionary TorQ™ fryer, Fishnet deployed a multi-channel marketing campaign in just 90 days that included social media, email, video, numerous marketing and sales materials, and an event presence, ensuring TorQ hit the market with a sizzle.
Bringing Focus to the Fryer
Fried food is so commonplace, but how often do you pay attention to the technology behind it?
In a largely dated industry, TorQ brings an innovative combination of forced convection heating and continuous in-line filtration, reducing oil waste, operating costs, labor, and maintenance time for busy kitchens, all while cooking food faster and improving overall quality.
Creating an integrated marketing strategy around the TorQ product story:
- Sharpened the TorQ product messaging and identity to create recognition, intrigue, and highlight its revolutionary technology
- Leveraging product stats to create proof points– building credibility
- Created new sales and marketing materials to empower their team to communicate the real “why to buy” (not just “marketing speak”)
- Leveraged Pitco’s stellar reputation in the industry to support the TorQ story
Our Proven Process
Any new product launch is a big deal, and TorQ is no exception. Because of its revolutionary technology and potential to disrupt the fryolator industry, we approached the engagement as a brand launch, employing proven methodologies to carve out a truly distinctive space for TorQ in the industry:
Key stakeholder interviews, on-site visit, interviews with customers
Competitive and industry research / analysis
Product positioning framework to guide messaging for all TorQ assets
Visual identity and system creation
Product Branding
A new product logo, color palette and typographic system. This new visual identity modernized the brand aesthetic, helping it to stand out amongst the competition.
We created a product positioning framework with messaging direction, including a tagline and value propositions that would be used across marketing and sales materials.
With Pitco’s excellent product performance studies, the messaging clearly positioned TorQ as a leader in the fryolator industry, making important comparisons against standard fryers. These differentiating value propositions made great eye-catching visuals for TorQ’s social media launch campaign.
Product Positioning
It was important to develop sales and marketing assets that clearly noted TorQ’s features and benefits so potential customers could see its major differences.
Product Video
This video loop helped generate buzz around TorQ and create some eye candy (fry candy?) at the National Restaurant Association’s 2024 show. 3D product animations and informational graphics tell a compelling visual story of TorQ’s capabilities and the possibilities for restauranteurs.
Product Launch
Our 90-day multi-channel marketing effort was all leading up to TorQ’s official launch at the National Restaurant Association’s 2024 show. It was a huge success, catapulting TorQ onto the market with a sleek and cohesive look and feel that is as eye-catching and innovative as the fryer itself.
With the TorQ fryer finally ready for launch after years of fine-tuning its design, we needed to introduce it the right way to create a splash in the market. We made a great decision in partnering with Fishnet – their team quickly learned our world and got us to a fast-approaching launch date armed with marketing collateral that reflected a compelling product story. We got tons of interest and were so pleased with how well Fishnet helped us convey TorQ’s differentiators before it was officially available to the market.
Bart Polecsek, Group Vice President of Sales & Marketing, Pitco & Blodgett, Divisions of Middleby Corporation
We didn’t take a different approach – we took a proven approach, and we made sure we didn’t fall into the common trap of just going into ‘execution mode’. We wanted to be strategic and impactful with each component to support the product launch campaign and give it legs into the post-launch phase.
Jared Lemos, Managing Partner and Co-Founder
Fishnet Media
Services Include:
Messaging Strategy
Visual Identity
Go-to-Market Strategy
Customer Experience Strategy
Communications Strategy
User Experience & User Interface Design
Marketing Automation
Event Marketing