Le Creuset starts drive to tempt style-conscious cooks

Upmarket cookware brand Le Creuset id repositioning its 80-year-old range to make it more appealing t oyuonger, style conscious consumers and boost market share.

The repositioning will be supported by a marketing campaign, developed by the brand’s agency Maher Bird Associates. It will include press ads in women’s and lifestyle magazines and a direct marketing drive. It has also created a coffee table-style brochure.

The idea behind the revamp is to broaden Le Creuset’s appeal and raise awareness of its cast iron and non-cast iron products among younger consumers who are interested in cooking but also want stylish products for their kitchen.

The strategy include launches of limited-edition cast iron, stoneware and kettle products in fashion colours such as chocolate brown and pastel yellow. The company also plans a number of limited-edition retro items.

Le Creuset marketing manager Alison Thorne says research shows there is a lack of awareness about the products in the Le Creuset range. She adds: “We are focusing on repositioning Le Creuset as a premium but accessible, contemporary brand which has moved with the times.”

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