The Challenge
Create a suite of content for the Circulon x Marcus Wareing brand partnership, with distinction between the multiple ranges of Ultimum Bakeware, Steelshield and new product range, ScratchDefense. To be engaging, the content had to feel reciprocal; the audience must feel they benefitted or learnt from engaging with it. Additionally, the affiliation with Marcus needed to feel authentic and premium, enough to drive viewers to purchase.
The Idea
For Ultimum Bakeware and Steelshield, we created “Marcus’ Pro Tips”, which were baking/cooking tips and tricks straight from Marcus himself. Tips and tricks that all serious home chefs would be eager to know. Earlier in 2023, Refinery developed the messaging for the brand new ScratchDefense range. The technology was bold and so was our copy: “Extreme non-stick that won’t scratch. Ever.”. The content idea for ScratchDefense then, was to let Marcus push the pan to its absolute limits; using metal utensils and knives on the pan, and cooking sticky and demanding recipes in it.
The Execution
Over a three-day shoot, Refinery captured enough content for the client to release “Marcus’ Pro Tips” over a 9-week period, keeping audiences engaged with the brand. We also created a 30” Scratch Defense hero film to be used in a number of placements, including YouTube, social and retailer websites.
