Circulon’s tattoed grandma who made her debut on air in 2008, is well remembered for the message that Circulon cookware lasts longer. It’s just that the range’s USP happens to be its non-stick guarantee. Circulon cookware is built with unique non-stick circles in the base, that ensure food won’t stick.

Spinach won the winning the Meyer Cookware Australia account earlier this year. So its first job for the brand was to create the 2014 TVC that would deliver a single-minded message.

The new 30 second commercial uses high-speed macro photography to give viewers an extreme close up view of food being cooked on a Circulon frypan, from the first droplet landing
on it to the completed meal sliding effortlessly onto a dinner plate.

Spinach creative director, Frank Morabito, commented, “When you cook with Circulon cookware, food won’t stick…guaranteed. That’s the powerful, simple message we needed to
communicate.

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

Meyer Cookware Australia Chief Marketing Executive Suzanne Murphy said: “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.”

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

Creative credits:
Creative director: Frank Morabito
Production company: Carnival Productions
Director: Ben&Viv
Producer: Ben O’Donnell
Food Stylist: Ben Masters
Post production: Method Studios
Sound: Nylon
Media: Spinach