Creating interest on social media for a Michelin-starred brand partnership.
The Challenge
Circulon needed to grow its audience and awareness to create a pipeline for immediate and future sales growth. Refinery was tasked with driving Circulon’s credibility by association with their new brand ambassador celebrity chef, Marcus Wareing.
The Idea
Due to the Covid-19 pandemic, lockdown encouraged many to be more adventurous in the kitchen. Refinery used this increasing interest to inspire people to push their limits. With masterclasses from Michelin-star chef Marcus Wareing, we showed budding home chefs that Circulon's Steelshield range has the perfect cookware to help them take their culinary skills to the next level.
The Execution
Refinery implemented a three-fold social media content strategy to reach new and existing audiences including an ASMR teaser video, a series of Marcus Masterclasses, and a user-generated recipe competition set by Marcus.
