The agency is to unveil a national press campaign to launch Le Creuset's Eastern range of cast iron cooking and serving dishes.
It will aim to challenge consumers' views that the Le Creuset range consists solely of casserole dishes, and demonstrate that the Eastern range includes cookware for a range of cooking.
The campaign will run in broadsheets until Easter and will target ABC1 men and women between the ages of 25 and 34, who enjoy creating authentic foreign dishes.
It shows a karahi, the Indian equivalent to the wok, balancing on chillies. It uses the endline: "Adventure equipment."
The work was written by Tony Hill and art directed by Dave Weller. Media was planned and bought through Media Campaign Services.