The Drum Recommends

December 19

Recommended
8x
Finalist

Cooking up a storm!

For Le Creuset from 01/11/23

December 19 has used the following skills/services in the project.

B2C - Brand Strategy
Direct Mail
Media Buying - Planning
Online Market Research
Online Media Buying
Programmatic
Social Advertising
Social Media Strategy

OUR TASK

Reminding budding cooks that Le Creuset creates best in market products justifying the premium price. 

TARGET AUDIENCE

  1. ‘Masterchefs’: A love of cooking who value the quality and performance of high-end kitchen products.
  2. ‘Indulgers’: Those who value the style, design and quality of premium products.

OUR INSIGHT

The cost-of-living crisis added to a love for prime-time TV cookery shows has driven a greater interest for people to cook from scratch. The exciting opportunity was a new potential younger audience for Le Creuset to target due to their newfound love of cooking. 

OUR SOLUTION

We wanted to embrace the current lifestyle trends such as colour drenching and slow living amongst our two audiences to capture engagement and highlight Le Creuset as a premium brand. 

We selected premium formats reaching our Masterchefs and Indulgers within their go-to online environments through digital display, programmatic and social. 

OUTCOME

Strong prompted awareness increases across both audiences: 

  • Indulgers: +48%
  • Masterchefs: +87%

 

90% of our audience reported a better impression of the brand after being exposed to the campaign. 

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