OUR ROLE:

Product Strategy & Positioning
Campaign Concept
Creative Direction
Art Direction
Copywriting
Production Oversight
3D & Motion
Post-Production Oversight

HEXCLAD KNIVES LAUNCH

CUTTING A BIGGER SLICE OF THE PIE

As one of the fastest growing cookware brands in the world, HexClad knew that their commitment to quality, innovation and design could take their brand well beyond pots and pans. Their first step toward that was to enter the highly competitive knives and culinary segment. To make sure their first move was a memorable one, they turned to Big Day for the launch strategy and campaign creative for their new line of HexClad knives.

THE BIG OPPORTUNITY

The knife market is rife with competition from centuries-old incumbents to niche TikTok brands. The good news for us was that HexClad isn’t a brand that cuts corners. The construction and design of the knives were exceptional. We honed in on what makes HexClad knives unlike any other. The perfectly balanced and strikingly green pakkawood handles. The 67 layers of Damascus steel. The razor-sharp double-beveled blade. This became a campaign about details wrapped in an attitude that said more the less it said.

CUTTING THROUGH

The HexClad knife launch started with an exclusive pre-sale sign-up for insiders. The custom digital experience showcased all the unique features of the knife and highlighted the details that truly make them exceptional chef tools.

DEFYING ORDINARY

People know what knives are for. That’s why we avoided the typical slicing-and-dicing demo and framed HexClad knives as exceptional feats of culinary engineering. We focused on their construction and why each decision in its design was made. This elevated the product line and the brand while also making for a launch campaign that cut against the grain.

BACK TO WORK PAGE