Circulon

Industry:

Cookware

Project Type:

Brand Partnership, Storytelling, PR angle

Client Size:

Enterprise

Challenge:

Pioneering cookware

For over 35 years, Circulon has been at the forefront of cookware innovation, originating in the UK and revolutionizing the culinary landscape. This pioneering brand introduced the world to the first-ever non-stick system, setting a benchmark in cookware design. At Circulon, innovation isn't just a buzzword; it's the core of their existence.

Despite its strong global presence, Circulon sought to establish itself as a securely rooted brand in Thailand. The aim was to set Circulon apart by spotlighting its groundbreaking technology, SteelShield™. This remarkable cookware collection combines the cooking prowess of steel with the effortless cleaning of nonstick, redefining the cooking experience.

Outcome:

Our collaboration with Circulon was driven by the goal of creating a memorable rebranding launch in Thailand. Together with Circulon, and in partnership with 100Mahaseth, we embarked on a mission to elevate cooking to new heights. Our journey led us to conceptualize the "Fearless Cooking Innovation" Campaign, a fitting embodiment of Circulon's ethos.

From this concept, our team crafted an exclusive interview, curated lifestyle imagery, and prepared a compelling press release for both print and digital platforms. This comprehensive approach allowed us to convey the essence of the brand effectively.

The results:

• The highlight of our campaign, the captivating 'fine dining' narrative, became the talk of the town. It garnered widespread attention, featuring prominently in renowned media outlets such as Gourmet & Cuisine magazine, PostToday, and Maeban.

• Esteemed personalities like Khun Pasan (Judge of Master Chef Thailand), Khun Pete (Judge of Iron Chef Thailand), Khun Pook (Vogue Thailand's lifestyle & fashion editor), and Khun Ploy Chariyaves (food & travel writer) eagerly shared an exclusive sneak peek of our campaign on Instagram, further amplifying Circulon's reach.

• Our work not only generated a PR value exceeding 26 times the initial PR cost but also positioned Circulon on non-traditional media platforms such as TikTok, Twitter, and Instagram.

Hear it from the client:

“The story angle the team developed is newsworthy in the eyes of journalists and the public. It results in a PR value worthing 26 times more than the PR cost.”

Credit:

This was one of the projects I worked on as a co-founder of a marketing agency. My specific roles include Brand Partnership, Storytelling, and PR angle.

Image courtesy: Circulon