Cookware Academy is in Session

In 2020, Food52 and All-Clad teamed up to celebrate their 150-year anniversary by inspiring readers with educational content that showcased the key characteristics and benefits of their stainless steel cookware.

The partnership kicked-off with a Masterclass-style video program that harnessed credible Food52 Residents to provide readers with exclusive how-to culinary lessons that come together right in the All-Clad pan. From Sohla El-Waylly’s seasonal one-skillet succotash, served stovetop to tabletop in All-Clad’s D3® Stainless 8” Fry Pan, to Carolina Gelen’s herby mushroom stew, simmered to perfection in All-Clad 50th Anniversary D3® Stainless 3-Quart Casserole, each recipe was brought to life with equal parts flavor and precision, thanks to their respective All-Clad vessels.

We knew we couldn’t stop at just inspiration—we needed to get All-Clad into the hands of our hungry readers so they could physically feel the difference and put their newly-learned skills to the test. We then curated custom kits and gave them away to the first one hundred readers who opted in to receive them—selling out in full in less than 30 minutes! Each curated kit came with an All-Clad skillet and a Food52 apron, that would allow recipients to confidently cook along with each video tutorial at home.

Overall our All-Clad partnership increased everything from awareness to consideration to physical sales for the brand. Content metrics far exceeded benchmarks across views, CTR, and clicks. Custom kits increased positive sentiment with recipients with many lucky readers writing in to tell us everything from how happy they were to finally get their hands on an All-Clad pan or how they were excited to add a new ban to their already robust arsenal—since you can never have enough!

Check out more content from this program here.

Credits: Brand Strategy