CHALLENGE

The fact that we cook less in summer was a business issue for Pyrex, one of the world’s best-loved cookware brands. The less people cook, the less inclined they are to buy kitchen products, and this behaviour had traditionally had negative impact on Pyrex’s summer sales. To boost Pyrex’s revenue during the warmer months, we needed to inspire its primary market of women aged 25-55 to cook.

SOLUTION

Our ‘Pyrex Summer – Great food whatever the weather’ campaign saw prominent point of sale in 100 independent cookware stores. Designed to stimulate sales, in-store ‘Sunny Day’ and ‘Rainy Day’ recipe cards included a competition to win a holiday. Online activity included banners and buttons, a bespoke landing page for competition entries, regular email updates with downloadable recipes and a free guide to what to do and what to cook this summer.