Tefal
Tefal® Masterchef leverages showbiz credentials.
When Tefal®, a name synonymous with non-stick innovation, announced a collaboration with TV success Masterchef, a match made in culinary heaven called for a strategic re-think on Tefals's® online presence. With a brief requesting cyber celebrity-status for the brand, leveraging the Masterchef association, Hard Had instigated a micro approach for Tefal's® Masterchef-branded kitchenware.
We honed our strategy with Tefal's® media agency, Mindshare, and capitalised on the idea that the Masterchef range needed its own identity. To elevate the product from the Tefal® and Masterchef websites, we used these in conjunction with banner advertising to drive traffic to a stand-alone microsite, tefalmasterchef.com.au. The result allows the range to take centre stage in an environment that maximises the two powerful brands. Hard Hat's applied consumer insights looked to enrich the user experience, and so Google Map integration has provided smarter stockist search. Additionally, downloadable resources and video content underpin the Tefal® and Masterchef philosophies of empowering aspiring foodies with the tools of the trade.
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