Maher Bird creates adventure angle for Le Creuset products

Maher Bird Associates has created its first work for the French cookware brand Le Creuset since the account moved from its sister Omnicom agency TBWA/London last December.

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.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).