• by Fern Siegel , 8 hours ago

Colle McVoy has been named creative and media agency of record for Instant Pot, a line of appliances.

The win came after a competitive review.

First work is expected in the second quarter. The remit is to reach younger audiences who haven't engaged with the brand. Instant Pot will be positioned as a modern cooking tool to a new demographic.

Jessica Henrichs, CEO, Colle McVoy: “Instant Pot is more than a beloved kitchen staple. It is a cultural fixture with one of the most passionate fan communities. What excites us most is the opportunity to bring that Instant Pot magic to new audiences and build deeper, more meaningful connections with the next generation of cooks through insight-driven creativity.”

Prior to this, Minneapolis-based Colle McVoy won AOR duties for DQ.

Robert Wang developed the Instant Pot in 2008 as a laid-off dad looking to make healthy dinners for his kids. Instant Pot can serve as a rice cooker, pressure cooker, steamer and a slow cooker, among other functions. The first iteration launched in 2010.