Media Relations: Le Creuset shifts audience target

French cookware maker Le Creuset has parted company with retained agency of 20 years Grayling PR in a bid to engage with a slightly younger audience.

It has enlisted The SPA Way to help promote Le Creuset's range of products to younger, 25 to 45-year-old men and women rather than its traditional market of women aged 30 to 55.

It will target men's and women's consumer magazines, as well as news, lifestyle and health sections of the national press.

The SPA Way won the account in a four-way pitch that included Grayling.

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