All-Clad, a company that has already distinguished itself through the innovation and unparalleled quality of its cookware, tasked 5W with launching its newest product-line, All-Clad TK, a premier collection in partnership with world-renowned Chef Thomas Keller, exclusively at Williams-Sonoma. As a brand that prides itself in providing consumers with the very best in cooking performance, the launch of the All-Clad TK collection was no different; it had to successfully differentiate itself from other Chef/Brand partnerships, while also ensuring the brand's aspirational profile remained intact and appealed to a wider audience of potential customers.


By successfully managing all facets of the campaign, 5W brought the product to market via a multi-phased, year-long campaign that incorporated strategic media relations, event management, chef management, and direct liaison to the line's exclusive retailer, Williams-Sonoma.

5W organized and facilitated the campaign in three phases, in which 5W introduced and educated media, influencers and, ultimately, consumers on the brand. By highlighting the superior quality of All-Clad cookware and leveraging the culinary fame of Chef Keller, 5W built steady coverage of the brand and its new collection both pre and post launch, all while seamlessly integrating events and exclusives to build major buzz at key moments during the campaign.

  • All-Clad Metalcrafters Debuts All-Clad TK
    Collection, Created in Partnership with Chef Thomas Keller


Over 177 million total media impressions, all having direct results that aligned with All-Clad's bottom line of bolstered sales at Williams-Sonoma, along with the creation of additional TK line extensions

Intimate All-Clad TK launch party at Chef Tomas Keller's award-winning restaurant, Per Se, attended by top tier media

An exclusive news break in The New York Times strategically timed one week before the product's national in-store launch

Increased national recognition of the brand through meaningful media placements including:

  • Food & Wine
  • Departures
  • GQ
  • O, The Oprah Magazine
  • House Beautiful


5W PR was instrumental to the successful launch of the Thomas Keller All-Clad cookware line. With their efforts All-Clad was able to secure an exclusive story with the NY Times to officially launch the line. Their coordination of the invitations to the launch event provided an exciting mix of key editors for an exclusive dinner with Thomas Keller. The 5W team was great in securing placements in not only traditional epicurean and luxury publications but also did an excellent job of using the new TK line to secure placements in new publications for All-Clad such as men's interest, tech and design publications. Overall, their efforts contributed to high awareness and a successful launch of the line.
Michele Lupton, Director of Marketing / Communications at Groupe SEB