T-fal, the leading global manufacturer of non-stick cookware and small kitchen appliances, tasked 5W to further the brand's reputation and recognition as a leader in creating family-friendly, easy-to-operate, nutrition conscious houseware products. Specifically, 5W's primary objectives for the year were to execute the U.S. launch of the innovative T-fal OptiGrill, positioning it as a first-of-its-kind product in the kitchen appliance realm, while continuing to facilitate media and consumer education behind T-fal's ActiFry.

Media Placements

Media and publication placement for T-fal

STRATEGY

5W implemented a strategic campaign to promote the individual benefits of T-fal's OptiGrill as smart and advanced, ActiFry as Nutritious and Delicious, T-fal Culinaire Cookware as efficient and durable, and the T-fal Ultraglide EasyCord Iron as fast and easy-to-operate. 5W organized an editor-facing event, "Holiday Gift Guide Event," to increase the media's knowledge behind T-fal's key products lines. Top tier long and short lead magazine editors, TV producers, and online editors and bloggers attended the event. 5W secured celebrity chef Marc Forgione as a brand ambassador, and as an expert who could discuss the benefits and uses of ActiFry and OptiGrill at broadcast opportunities, and to do live demos of the products at the "Holiday Gift Guide Event."

RESULTS

5W garnered media placements in national and regional outlets, including Oprah, Rachael Ray Show, Good Morning America, Cosmopolitan for Latinas and Life & Style. Furthermore, 5W leveraged social media interactions with key influencers, including Oprah, to deepen brand awareness. 5W secured a plethora of media placements in tandem with the sales launch of the OptiGrill in national and regional outlets, including SHAPE, Men's Journal, New York Post, Cosmopolitan for Latinas, Maxim.com, WeightWatchers.com, CBS' The Talk, and more.


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