The competition was heating up
Well-known amongst top chefs and generations of culinary enthusiasts, All-Clad wanted to anchor its position as the premier high-performance cookware for a whole new generation of foodies. With celebrity cooks like Rachel Ray and Paula Deen hawking low-caliber cookware, All-Clad needed to show serious home cooks that their products are the real deal.
A little help from their friends
JK knew the best way to connect with foodies was to leverage the great relationships All-Clad has with award-winning chefs across the nation. Epicureans know that these culinary masters insist on using the best tools of the trade, so having these attention-worthy chefs share their enthusiasm for All-Clad would make it clear that their first-rate cookware is a cut above the rest.
What we did:
- Brand Activation
Up close and personal
The All-Clad Chef Ambassador Program was born, giving cooking enthusiasts the chance to share authentic moments with a select group of America’s finest culinary talent. We put consumers in the homes and the kitchens of renowned chefs like Thomas Keller, Hugh Acheson, David Chang, Barbara Lynch, and many more, sharing personal moments and top-end techniques, all featuring All-Clad products.
A home fit for culinary royalty
The program is centered on a website, which features a graceful black and white design that lets the familiar faces of All-Clad’s Chef Ambassadors draw users in.
The website also looks stunning on mobile devices, a must-have in this day of on-the-go consumers (especially those researching cookware in the aisle of Williams-Sonoma!).
Now we’re cookin’ (and sharing!)
Tablet-friendly recipes make it easy for home cooking enthusiasts to have the chef’s best at their fingertips when they’re working in the kitchen.
And because celebrity chefs are so click-worthy, a very sharable social media campaign was created to spread the word and drive foodies to this special experience.Launch Site
So many cooks in the kitchen!
Fresh content is a big part of the initial experience aspiring chefs have with the All-Clad brand, helping to secure an ironclad future for this legendary cookware brand.