The premium kitchenware manufacturer Le Creuset is launching national press work through TBWA/London that aims to excite consumers about cooking at home.
The ads, which will break in the style press and weekend newspaper supplements in February, feature the company's cast-iron products arranged in symbolic patterns with the tagline: 'Le Creuset. Adventure equipment.'
One ad uses a set of kitchen hobs and a grill pan to help spell out the question: 'What do you cook on, gas, electric or adrenaline?' A second shows a shower of exclamation marks interspersed with saucepans alongside the copy: 'Dish up something they've never had before. A second helping.' The final execution features groups of pans arranged to make up the 'ace of clubs' playing card. Along the edge of the ad runs the copy: 'Millions of people have a gambling problem. They don't gamble.'
The style of the campaign represents a break from the previous 'volcanic orange' work, while the irreverent copy aims to force a reappraisal of the brand, particularly among young consumers.
'The ads clearly suggest a real and motivating role for Le Creuset,' the company's managing director, Michael Sworder, said. 'They are engaging to those who like to cook and re-contemporise the perceptions of the brand.'
The ads were written and art directed by the creative partners Nigel Roberts and Paul Belford at TBWA. Media planning and buying was by Media Campaign Services.