Le Creuset positions itself as a desired, lifestyle brand in 90th anniversary campaign

By Gillian West | Social media manager

May 29, 2015 | 2 min read

Cookware brand Le Creuset is celebrating its 90th anniversary with a campaign that aims to move the brand away from being rooted in the cookware category to instead reflect how people see it as a benchmark for quality and as a desired, lifestyle brand.

‘A thousand memories shared’, created by krow Communications, centres on celebrating the life-long memories created with family, friends and food with Le Creuset focusing on the emotional reasons to buy or invest in the brand.

“We want Le Creuset to be perceived similarly to other premium luxury brands,” explained 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 the 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.”

Founder of krow Nick Hastings added: “Rather than tell people how well a Le Creuset works, they know that already, we wanted to capture the emotional connection people 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.”

The campaign launches in June and will run throughout the year in premium print titles including Guardian Weekend, Waitrose Kitchen, Country Living, BBC Good Food, Ideal Home, Marie Claire and John Lewis Edition as well as key online titles and prime underground locations close to London-centric Le Creuset stores.

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