Puremade Promise: Integrity
Focusing on the integrity of Puremade Sauce’s real, clean ingredients and processes, we developed a creative platform highlighting this consumer-desired promise. This led us to frame Puremade Sauces with heroic imagery and language, personifying the integrity of the natural ingredients and clean processes used in Torani’s Puremade Sauce line.
A Stand-Up Sauce for Standout Drinks
At Torani, we believe in more than just great flavor.
We believe sauce should be a point of pride—it says just as much about you as what you’re using it on.
It should be made from the good stuff, by good people, who do good things.
That’s why you choose Torani Puremade Sauces—conscientiously crafted by a certified B Corp treating every taste as an opportunity to help people, partners, and communities thrive.
Some things are worth compromising on, but flavor isn’t one of them.
We developed a VISUAL DIRECTION for the campaign:
Heroic, Premium, Trusted.
Our key art for the campaign focused on displaying the sauce on a pedestal crafted of pure dark chocolate, shot from below and looking up at the product from a heroic angle. We worked closely with the client and our production team to bring the vision to life, carefully crafting “plates” to make the scenes modular and scalable over time. This also allowed for a variety of drink applications to be photographed and used in a variety of compositions, scaling to print, web, display, and social.
We offered inspo on Instagram to make delicious drinks at home with these stories-based recipe carousels:
Make it Puremade
All advertising drove traffic to a landing page, Make it Puremade, to build awareness of the built-in purpose in every Torani Puremade bottle to provide “Flavor for all, Opportunity for all.”™
Standout Results
The impact of our campaign was physically noticeable. After launch, Puremade Sauces flew off shelves faster than Torani could restock them—outpacing its primary sauce competitor at a rate of 2-1.
And, this was just the beginning of our story for Puremade. We were able to start a conversation with customers about why Torani invested in its Puremade line, pointing users to a landing page with more reasons to feel good about their choice to Make it Puremade.
We created a video content series, Make it Puremade, that tells the story of why Torani decided to pursue this new product line, how they were able to do it, and what’s great about it in supporting their purpose: Flavor for all, Opportunity for all.
While this campaign was focused on introducing new customers to Torani’s Puremade sauces, we aimed to make it an opening conversation to show the world Torani’s purpose. In the next phase of the campaign, we created an award-winning animated video to support an ongoing video series: Puremade Stories.
Credits
My role: Campaign strategy, Creative Direction, Art Direction
Kelly Fooy - Senior Producer, Account Manager
David Wong - Videographer, Video Art Direction
Clay Klusas - Copywriter
Jen Gutierrez - Production Designer
Haley Mott - Creative Project Manager