TorQ Frialator Product Launch

How do you make a product launch sizzle? You create a launch campaign for a frialator. Fishnet helped Pitco, a leading commercial frialator company that has innovated electric and gas deep fryer technology since 1918, launch its revolutionary TorQ fryer in just 90 days. The multi-channel marketing campaign included social media, email, video, numerous marketing materials, and an event presence. Truthfully, we hadn’t paid much attention in our personal lives to how our delish fries and tenders were made, but by the end of this project engagement, we’d absorbed a wealth of knowledge about fryer technology.

With a combination of forced convection heating and continuous in-line filtration, TorQ reduces oil waste, operating costs, labor, and maintenance time, all while cooking food faster and improving its overall quality. While the benefits are compelling, we needed to understand what would convince a restaurant owner or kitchen manager to invest in TorQ. We visited the manufacturing facility, examined product specs, researched competitor and industry activity, interviewed restauranteurs and, importantly, did some taste testing!

We worked with Pitco to generate product stats and proof points to build credibility, fine-tune sales materials so their team could communicate the real why-to-buy (not just “marketing speak”), and sharpen the TorQ story for consistency, intrigue, and differentiating value. In those 90 days, we delivered these materials along with a product video to support TorQ’s official launch at the National Restaurant Association’s 2024 show. It was a huge success, and TorQ was finally on the market, boasting about its unique capabilities and first-of-its-kind technology.