Circulon Cookware creates non-stick magic in new national television campaign via Spinach

Full-service agency Spinach has launched a national television campaign for Circulon Cookware, highlighting the brand’s unique non-stick circles that ensure food won’t stick, guaranteed.

The 30-second TV commercial utilises high-speed macro photography to give viewers an extreme close up view of Circulon’s non-stick cooking process, from the first droplet landing on the frypan to the completed meal sliding effortlessly onto a dinner plate.

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Says Frank Morabito, creative director, Spinach: “When you cook with Circulon cookware, food won’t stick…guaranteed. That’s the powerful, simple message we needed to communicate. The secret lies in the non-stick circles that form the base of every Circulon pan.

“Despite previous attempts that message was lost. So we created this visually arresting campaign that focuses on what makes Circulon unique.”

Says Suzanne Murphy, chief marketing executive, Meyer Cookware Australia: “Circulon enjoys strong awareness among consumers; however the key benefit of Circulon cooking has been misunderstood.  We’re delighted with our new creative that gets right to the core value of the brand in a very impactful way.”

This is the agency’s first work for Circulon since winning the Meyer Cookware Australia account earlier this year.

The campaign will run until December. The TVC is supported by magazines and digital video pre-roll.

Creative Director: Frank Morabito

Lisa Higginbottom, Lead Brand Manager