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Procook serves up new TV campaign to drive brand awareness

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With home cooking enjoying a renaissance as Brits remain locked indoors, cookware brand ProCook has unveiled a 30-second commercial, airing on Channel 4, ITV, Sky News and Channel 5 that aims to raise brand awareness among both seasoned chefs and enthusiastic beginners.

Centred around the theme ’#procooksandwich’, the creative is set in the kitchen of a passionate but messy home cook, showcasing the wider range of ProCook cookware and kitchenware and heroing on ProCook’s latest premium kitchen knife range, Damascus 67. It was produced by Element26.tv, with media planning and buying managed by Guerillascope.

Following significant growth since March 2020 – culminating in a huge 40% uplift in sales for the 12 weeks to third January 2021 compared to the same period last year – the brand wants to build on its online retail success with a campaign that widens engagement and reaches potential new customers.

Commenting on the campaign, ProCook founder Daniel O’Neill, said: “In the past few years, we’ve focussed our marketing spend on digital advertising whilst choosing a more organic approach to building the brand, but following our recent growth and the explosion in home cooking, we felt it was the right time to invest in TV engagement again. We absolutely love the creative element26.tv have produced and it’s critical to the success of the campaign that it’s effectively published across multiple channels to maximise impact.

“Having had great experiences with Guerillascope in the past they were the natural choice to manage the media buying. Guerillascope understood that ProCook’s marketing campaigns must be flexible and cost-effective to maintain our price advantage for our customers. They have been great to work with giving us lots of options for how we want to deploy our budget to achieve different objectives.”

Alexa Buckler, associate director at Guerillascope, added: “We are delighted ProCook have entrusted us once more with the delivery of an ambitious TV advertising push. We’re confident that the strategy we’ve developed will succeed in raising awareness of the ProCook brand. With more and more people cooking from scratch at home, the timing couldn’t be any better.”