How do cookware brands promote their products online?
By reviewing some of the major players in the industry, we’ve seen that brands’ approach to advertising and paid media has evolved to enhance the kitchen experience.
By centering on innovative features & benefits, manufacturing transparency, eco-conscious philosophy, and expert endorsements, brands can create targeted ads that enhance brand credibility, build trust, validate product performance, and influence potential customers.
In this blog, we’ll cover the following key points to consider in defining and refining your advertising campaign:
- Demonstrate your products' features and everyday benefits
- Highlight solutions your products can address
- Show transparency on your products' composition
- Share your commitment to sustainability
- Showcase social proof from various sources
1. Demonstrate your products' features and benefits
Consumers are becoming more selective about kitchen products. With the advent of innovative cookware, they now have more options. They’re on the hunt for safety, convenience, versatility, functionality, and even aesthetics when choosing their warriors in the kitchen.
Video advertisements can be a perfect channel to showcase your products in terms of the above-mentioned qualities.
Using videos, you can show the actual usage of your products. You can also show your audience how to use cookware to its maximum potential, positioning your innovative products as the best option for your audience.
Gone are the days when working in the kitchen makes one feel exhausted and spend the whole day preparing dishes for the family. Here’s how Our Place proves this claim in this video advertisement.
Our Place promotes its Always Pan and the major upgrade it has gone through.
To showcase the versatility of their product, they show several common ways of preparing and serving food using this pan.
What makes this video more effective is how it shows how the cook can go from frying, sautéing, steaming, straining, braising, and baking, to finally serving the food with just one pan. It creates the impression that cooking using different processes is hassle-free with the use of this pan.
The multi-functionality of the product is also demonstrated by the use of one pan in all those processes.
2. Highlight solutions your products can address
If your cookware is made to solve common kitchen problems, a video ad is a great medium to flaunt them.
Identify the pain points of your customers in their day-to-day kitchen experience. A cluttered space, damaged cabinets, greasy surfaces, and foul odors are a few of the issues you can tackle.
Caraway understands its customers' need for quality and efficient cookware. In this video ad, they enumerate 7 reasons to upgrade your cookware.
They cleverly present each situation in quick video clips with a few lines of text to identify the problem and solution being shown.
They’re also able to tap into buyers’ different preferences like pan sizes and colors.
They incorporate background music to add a lively vibe.
They finish the video with a stacking recommendation, giving an aesthetic touch to the collection.
What about your brand values? It’s also important to show your audience what you stand for.
Here’s how Our Place does it.
3. Show transparency on your products' composition
Safety perception is a crucial topic for consumers when choosing what cookware to use. After all, who wants to expose their family to toxic substances?
Given that the cookware industry is closely tied to food safety, it is important to disclose the materials used in manufacturing your product and strive for optimal cleanliness and quality control.
By doing so, you’re providing potential customers peace of mind, an important factor that moves a buyer towards purchasing.
Our Place enlightens its audience with a transparent claim about its products’ composition.
In the video, two persons in authority (the head of Quality and Engineering and the co-founder) discuss the safety of their pan by affirming that it has always been PFAS-free, contrary to some companies that are still using toxic chemicals.
They reiterate the toxin-free aspect of their pans in the signature block at the end of the video.
4. Share your commitment to sustainability
On a topic not far from safety, sustainability is also a trend that continues to grow and affect consumers’ buying decisions. Sharing your brand’s environmental commitment can strongly resonate with eco-conscious consumers.
Our Place concerns itself with sustainability and using recycled materials as the main point of discussion in this video.
They emphasized that their pans are made from 100% post-consumer recycled aluminum, unlike other brands’ pans.
They follow it up with the assertion that they took away unwanted products and turned them into this brand-new pan.
In the previous examples, we’ve seen how brands showcase their product features, benefits, and brand statements from their point of view. To take it a step further, share what people say about your product.
You’ll find inspiration from the following ads.
5. Showcase social proof from various sources
Social proof is one of the proven tactics to battle hesitation when buying a product.
What comes to your mind when you hear the cookware brand Hexclad?
I bet it’s Gordon Ramsay, the multi-Michelin-starred chef, cooking show host, and restaurateur.
Ramsay collaborates to create the Hexclad range and his testimonials as a world-renowned industry expert make for ideal social proof.
Here’s an engaging and playful video featuring Ramsay and the Hexclad pieces he owns.
The ad uses the power of a timer and a quick turnaround to catch the audience's attention. It gives the viewer an experience close to having an adrenaline rush.
It incorporates a challenge for Ramsay to introduce all the pans very quickly as he grabs them one by one. It demonstrates his expertise in cookware as he mentions the ideal cooking technique for each pan.
Clearly, the video shows Ramsay's exceptional familiarity with the products he is endorsing, adding more authenticity to the content.
Since there’s a limited time to present the items, they embellish the content with text descriptions of each product as they appear on the screen. This ensures the audience is well-educated about the products while being entertained.
Here’s another example of an ad displaying social validation via video testimonials from culinary experts.
Here, Made In curates several video clips of chefs in different restaurants. Each of them has a few lines of great reviews about using the products, referencing the products' durability, quality, and ergonomic design. The ad thereby enhances brand credibility and instills trust in potential customers.
We hope you find the above marketing insights useful in boosting your online presence through social media ads! As always, we’ll see you in the next ecommerce update.
