Pyrex Deep
A social blitz for their first new product in decades.
Same old bake-ware?
Who doesn’t own Pyrex? Or at least know someone who has? If you’ve been living under an NFT, here’s the TLDR: it’s crazy durable and lasts forever.
With Pyrex’s first big product innovation in years — a new glass baking dish that’s 50% deeper, how do you sell more of a product that’s never needed a replacement?
Here’s how I approached it as the Creative Director.
If you’re looking for a quick snapshot of the campaign, just watch this. ;)
Social Targeting
The Audience
Our target audience was primarily hosts + foodies who spend a lot of time searching for new ideas or sharing drool-worthy recipes online.
By serving up thumb-stoppers on social (including a little April Fools gag), we had ‘em hooked.
Then it was our job to inspire and streamline the path to purchase — so our audience could simply “buy now”.
April Fools Joke - Highest Organic Engagement Rate of the year
Pinspiration
Going Deep
By showing off more than it’s depth, we also featured stunning recipes which highlighted the added value of a deeper dish.
Then, we timed specific recipes to coincide with shoppable ads deployed around holidays like Mother’s Day and Thanksgiving, times of year that feel like cultural touchstones that are appropriate for hosting parties or giving gifts.
RESULTS
A year long creative campaign that had deep impact.