Especially among mothers, the trend of preferring additive-free products was rapidly increasing. "TAT," which transforms only the freshest tomatoes into additive-free products, wanted to convey this to mothers through the internet.
The use of the internet among mothers in Turkey was also increasing rapidly. However, "TAT" had not communicated with this audience through the internet until now. Since "TAT" turns tomatoes into additive-free products just as they are, we decided to explain this in a way that both children and mothers would love. And we created "Sweet Tomatoes" (TATlı Domatesler in Turkish, where "TAT" means taste, and "TATlı" means "sweet/tasty").
The use of the internet among mothers in Turkey was also increasing rapidly. However, "TAT" had not communicated with this audience through the internet until now. Since "TAT" turns tomatoes into additive-free products just as they are, we decided to explain this in a way that both children and mothers would love. And we created "Sweet Tomatoes" (TATlı Domatesler in Turkish, where "TAT" means taste, and "TATlı" means "sweet/tasty").
Sweet Tomatoes sang songs, tried to take selfies, and even participated in a rope pulling contest with vegetables, and they even joined the Ramadan cannon. (The Ramadan cannon is a tradition used to announce the end of the fasting time and the beginning of the mealtime during the month of Ramadan.) And each time they burst, turning into ketchup, paste, or puree, they showed that TAT products are made only from tomatoes.
Of course, in the meantime, they did not lag behind in keeping up with the agenda. Sweet Tomatoes appeared on smartphones and tablets, and after being loved by everyone, they even appeared on television.
After all this, the first four films of the campaign were viewed over 8.5 million times on the internet within three months. They became among the most-watched videos on YouTube. The interaction on TAT's social media accounts increased by 235%.
Today (in 2013), the number of views of the films of Sweet Tomatoes uploaded by independent users has exceeded one million. Many video channels have even created long versions by putting the films one after another. When we investigated "Why?" we learned that mothers show these long versions to feed their children, and kindergartens show them to keep the children calm and happy during the allowed "screen time."
The Sweet Tomatoes campaign has just begun and continues with brand new films and applications. (Again, this project and the case study was made in 2013.)
