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Hestan NanoBond + Williams Sonoma

Overview

Hestan launched its revolutionary NanoBond cookware as a Williams Sonoma exclusive. Ramey partnered with the two culinary entities to introduce the new cookware line to consumers and drive retail sales. Together, with a few of our favorite chefs, we embarked upon a culinary trial by fire: The Titanium Tour.

Insight

Crafted from molecular titanium, NanoBond is 4 times harder than stainless steel and delivers 35 percent greater heat conduction than aluminum clad cookware. It had already become the go-to cookware in acclaimed restaurants due to its heavy-duty durability and culinary performance.

Approach

To demonstrate its brilliant performance and resilience, we sent one NanoBond pan on a 10-city culinary trek. At each stop, a local chef showcased the pan’s peerless performance with a cooking demo at Williams Sonoma. The chef, Williams Sonoma and NanoBond cross-promoted each event via social media—compounding reach, increasing interest and generating ticket sales (which benefited No Kid Hungry). The pan easily cleaned up well for new chef after chef, dish after dish. More importantly, NanoBond cleaned up on sales at each Williams Sonoma.

NanoBond awareness compounded by 10 cities x 10 Williams Sonoma locations x 10 chefs. 64,209 video views. $10k raised for No Kid Hungry.

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