• by Karl Greenberg , November 17, 2009

Chicago-based World Kitchen brand Pyrex has launched its largest campaign in a decade to highlight the brand's new line of kitchenware. The new campaign, via the Milwaukee office of Cramer-Krasselt, carries the brand's first tag-line, "Cooking Solved." The effort includes TV, print, Internet, a new Web site and PR elements timed for the holiday cooking season.

Four TV spots show a woman's hand doing a pencil drawing of various products from the new Pyrex kitchenware line that then become animated to demonstrate function. Three of the ads focus, separately, on Pyrex' cheese grater that has a measurement feature, a stain-free Pyrex cooking/storage container, and a whisk that also functions as a spatula. "We could call it a whiskula ... or not," says the voiceover. The fourth spot shows a range of the new Pyrex kitchen products.

Pam McMeen, director of marketing at World Kitchen, says the last big effort was the late '90's launch of Pyrex Portables, which was also the last time the company ran any TV advertising.

"The Pyrex brand has dabbled in the kitchen tools and gadgets and metal bakeware categories but not with the degree of innovation, breadth of offering or marketing support that is a part of this launch," McMeen tells Marketing Daily. "The Pyrex brand is new to the cookware category."

She says the holidays are the peak season for bakeware and cookware in particular, "but there are also other more modest peaks in demand throughout the year, including the Spring wedding season and Back to School," she says.

McMeen says the Pyrex consumers are 25- to-34-year-old women recently married or about to be. "These are women who are establishing their kitchens and highly involved in the purchase decision process," she says. "Our campaign is intended to reach a broad audience including 'new,' inexperienced cooks looking for smart, simple-to-use tools as well as more experienced cooks who can appreciate the benefits our smart features provide."

Print ads use the same device with more detail about the utensils and cookware and headlines that read "Solving for ..."

TV ads launch this week on ABC Family, Bravo, Lifetime, Food Network, Style and Oxygen. Print ads began appearing in the October issues of lifestyle books like Everyday with Rachael Ray, Real Simple, Elle and Redbook. Cramer-Krasselt also handled the media planning and buying.