PR agency Carmichael Lynch Spong (Minneapolis)
Campaign Easy & Elegant Holiday Brunch
Duration November 18-December 31
Budget Approximately $150,000
When Calphalon's Unison collection debuted in 2009, marketing highlighted the nonstick technology and product benefits. Seeking to update its message in 2010, the team, including AOR Carmichael Lynch Spong, focused on creating an emotional connection with consumers during the holidays.Strategy
A holiday brunch theme would "break through the news clutter," enable Calphalon to create an emotional bond with consumers, and complement the technology meant for searing meats and cooking delicate foods like eggs, explains Catherine Meihofer, marcomms manager at Calphalon.
"Everyone is always talking about how to create a perfect holiday meal, but usually in the context of dinner with a roast or ham," she says. "We sought to take a meal you wouldn't think about as a holiday meal and bring people together."
Promotional vehicles included a microsite with recipes; an SMT and RMT with spokesperson celebrity chef Michael Symon, who explained how to create a holiday brunch; a ready-to-use article with brunch tips; and traditional media relations.
Additionally, the team placed the product on The Ellen Show's "12 Days of Giveaways" and launched a social media contest, in partnership with William-Sonoma, encouraging consumers to become fans of Calphalon's Facebook page and submit a video for a chance to win a trip to Cleveland to cook with Symon.
Since its e-commerce platform launched in August, Unison Nonstick cookware became the top-selling item on Calphalon.com. Over 150 people submitted videos, over 1,000 people voted, and the Facebook page received 20,000 new fans. Outreach also resulted in 25,000 online placements.
The team will continue exploring ways to leverage the idea of "easy and elegant gatherings."