Krow Captures a Thousand Memories Shared for New Le Creuset Campaign

Le Creuset has unveiled its new advertising campaign for June 2015, celebrating 90 years as a world-leading cookware brand, whilst repositioning the brand with a new and emotionally engaging communication that breaks the mould for cookware.

Entitled ‘A Thousand Memories Shared’, the campaign moves the brand away from just being rooted in the cookware category and instead reflects how people see Le Creuset as a benchmark for uncompromising quality and a desired, lifestyle brand. The new campaign centres on celebrating the life-long memories created with family and friends around food and Le Creuset has created a unique idea focused more on the emotional reasons to buy or invest in the brand.

krow’s creative Founder, Nick Hastings said:  “Rather than tell people how well a Le Creuset works, they know that already, we wanted to capture the emotional connection people will have with Le Creuset.  The idea will stand out because it makes its point beautifully and with real conviction, and it feels very right for the times”.

Targeting affluent, style-conscious consumers with a passion for cooking and creating a lifetime of memories, the campaign is brought to life via three executions capturing authentic moments in time, including a group of millennial friends, a three generation family, and two life-long friends.

The campaign will be supported with a multi-channel media strategy including print, online, tablet, social media, and for the first time for the brand in the UK, primary underground space.

“We want Le Creuset to be perceived similarly to other premium-luxury brands,” explains Neil McIntosh, Head of Marketing for Le Creuset UK. “We know that Le Creuset consumers have a deep affection for the brand which is quite unique – the brand is often a cherished part of kitchen, the heart of the home. Our new campaign focuses on celebrating and sharing the special moments and memories that people tell us that they have with Le Creuset. We wanted to move away from the cookware norm and ultimately continue to have a deeper, more emotional connection to more people.”

The new advertising campaign launches in June 2015 and will run throughout the year featuring in premium print titles including Saturday Telegraph, Stella, Times Magazine, Guardian Weekend, Waitrose Kitchen, Country Living, Grazia, BBC Good Food, Olive, Delicious, Ideal Home, Marie Claire and John Lewis Edition; as well as key online titles and prime underground locations in proximity to London-centric Le Creuset stores.