Torfs is one of the best-known shoe retailers in Flanders, but in Wallonia the brand was still a relative unknown. To gain a foothold in this new market, Torfs needed more than just media buying: a considered brand launch that responds to local culture and buying behaviour. Together with iO, we developed an omnichannel activation campaign that measurably increased Torfs' brand awareness in Wallonia and positioned the brand as a fully-fledged fashion player.
Brand launch in a new language region with cultural adaptations
Omnichannel campaign across tv, radio, social media and print
Creative adaptation of the baseline into French
Local production with Walloon stylists and models
Positioning as fashion player alongside shoe retailer
Measurable increase in search volume and brand awareness
The challenge
How do you build brand awareness in a region where your brand is still unknown, while simultaneously positioning yourself as a fashion player rather than just a shoe retailer?
The solution
An integrated brand activation campaign with tv spots, radio spots, social media advertising, bus advertising and print advertisements, with creative content that was locally produced and culturally tailored.
Torfs x iO: gaining a foothold in Wallonia together
Torfs, also known as 'Schoenen Torfs', is one of Belgium's largest shoe retail chains. With more than 75 stores and nearly 80 years of experience, the brand is a household name in Flanders. Since 2006, Torfs has been voted one of Belgium's best employers and the best retail chain in the footwear category on multiple occasions.
Our collaboration with Torfs goes beyond individual campaigns. As a partner, we think strategically about brand positioning, market expansion and creative activation. This case highlights how we conquered the Walloon market together, but our collaboration encompasses a broader range of initiatives to help Torfs grow as both a retail brand and fashion player.
Why Wallonia requires a different approach
A brand launch in a new market requires more than translation. In Wallonia, Torfs was still largely unknown, while the brand had been a household name in Flanders for decades. The challenge: increase brand awareness in Belgium without diluting the existing brand identity. That means understanding cultural nuances, being locally relevant and staying true to what makes Torfs unique.
From 'sterk in je schoenen' to 'trouvez chaussure à votre pied'
The well-known Flemish baseline 'Sterk in je schoenen' (strong in your shoes) doesn't translate directly. So we opted for a creative adaptation: 'Trouvez chaussure à votre pied'. This French expression literally means 'find a shoe that fits you', but also carries the emotional meaning of 'find someone or something that's a perfect match'. This connected the brand message to a recognisable French saying and gave the campaign its own character for the Walloon market.
A brand activation campaign across all channels
To increase Torfs' brand awareness in Wallonia, we pulled out all the stops. We developed campaign content for television, radio, social media, the Google advertising network, buses around the Walloon stores and print media. Each execution was tailored to the channel and target audience, but carried the same brand promise: Torfs fits you.
Local production for local relevance
Fashion in Wallonia is not the same as fashion in Flanders. That's why we worked with local stylists and models from the region for the tv spots. This deliberate choice ensured the campaign felt authentic and recognisable to the Walloon audience. The spots were filmed in one of the Walloon branches, reinforcing the local connection.
Positioning Torfs as a fashion player
Many Belgians know Torfs primarily for shoes. But in the stores and webshop, visitors also find clothing, handbags and accessories. One of the campaigns explicitly focused on Torfs as a fashion player, with social media advertising, SEA, radio spots, tv commercials and print advertisements. This broadened brand perception and reached new target audiences.
Dynamic visual identity for a modern look
Within the creative adaptation, we added fresh colours to the familiar Torfs yellow and created dynamic visual elements. The result: campaigns with a modern, contemporary character that appealed to a younger target audience without losing brand recognition.
From regional unknown to recognisable brand
The brand activation campaign delivered visible results. Search volume for Torfs in Wallonia increased year-on-year, a clear signal that brand awareness was growing. The tv spots were so successful that Torfs decided to create Flemish variants and roll out the campaign in Flanders as well. For Torfs, this means a stronger position in the Belgian retail market, both as a shoe retailer and as a fashion player.
