Procook serves up new TV campaign to drive brand awareness

The Drum 23 Feb 2021 08:00
23 February 2021 08:00am

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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, 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.

“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.”

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GuerillascopeProCookprocooksandwichDaniel ONeillSky News
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