Black Steel Pans: A Case Study.
At Matfer Bourgeat USA, we took a cult-favorite product and expanded its market reach without sacrificing our “BOH” DNA. Here’s how.
Creative Direction | Copywriting | Campaign Strategy
Live fire. Seasoned stovetops. Plenty of butter.
Our aesthetics situate the product in the working kitchen environments where they were designed to thrive. A little grease on the range doesn’t bother us. This expresses our restaurant-quality DNA while differentiating from the highly sanitized imagery of many D2C cookware brands.
We know you already know. But if you don’t, keep watching.
For those new to carbon steel cooking, seasoning and care can seem daunting. Our website FAQ page provides clear instructions and information without dumbing down the experience.
BOH DNA
Our copy recalls the real language of the kitchen— not just as heard on The Bear— to speak simultaneously to the culture of our professional customers and the culinary aspirations of home cooks.
The feed looks a lot like your feed.
Our organic social presence is agile to trending culinary techniques, hot restaurants and the nerdy, technical stuff that makes chefs stop scrolling. We avoid paid influencers in favor of UGC from working restaurant professionals.
Our paid social focuses on describing our products in rich visual detail while leveraging earned media accolades, like our best-in-class awards from America’s Test Kitchen.
It works.
Capitalizing on a boost of retail homewares spending in 2020-2021, we’ve grown this product family’s sales by 28% overall since I joined as Head of Community in 2020.