Spinach creates new TV campaign for Circulon Cookware

Circulon Cookware has released a new campaign via full service agency Spinach aiming to showcase the brand’s non-stick circles.

The 30-second ad uses high-speed macro photography to give an extreme close up of the cookware to showcase its properties, and is the agency’s first work since picking up the Meyer Cookware account in April.

Spinach creative director Frank Morabito said: “When you cook with Circulon cookware, food won’t stick…guaranteed. That’s the powerful, simple message we needed to communicate. The secret lies in the non-stick circles that form the base of every Circulon pan.

“Despite previous attempts that message was lost. So we created this visually arresting campaign that focuses on what makes Circulon unique.”Meyer Cookware Australia chief marketing executive Suzanne Murphy said: “Circulon enjoys strong awareness among consumers; however the key benefit of Circulon cooking has been misunderstood.  We’re delighted with our new creative that gets right to the core value of the brand in a very impactful way.”

The campaign launched on Sunday September 14 and will run until December. The TVC is supported by magazines and digital video pre-roll.

Creative credits:

Creative Director: Frank Morabito

Production: Carnival Productions

Director: Ben&Viv

Producer: Ben O’Donnell

Food Stylist: Ben Masters

Post production: Method Studios

Sound: Nylon

Media: Spinach

Client: Suzanne Murphy, Chief Marketing Executive and Lisa Higginbottom, Lead Brand Manager.


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