How to Make Cookware Hot

All-Clad has spent decades earning its place in professional kitchens. But how do you make a heritage cookware brand relevant to a new generation of home cooks?

By taking it out of the kitchen and into culture.

We created Premier Provisions, an integrated campaign centered around All-Clad’s first major public-facing activation.

Partnering with acclaimed chef Melissa King, we transformed Russ & Daughters, a classic NYC café, into a premium dining experience. The pop-up elevated everyday favorites with the same All-Clad cookware trusted by the world’s best chefs.

More than a pop-up restaurant, Premier Provisions was a cultural platform designed to spark conversation and create content.

We brought the idea to life through an immersive NYC experience, chef partnerships, creator collaborations, social storytelling, and earned media—extending the experience far beyond the restaurant walls.

OUR RECIPE PROVED RELEVANT

37 Earned Media Placements
12M+ Earned Creator Impressions + Owned Social Views
9M Paid Social Reach

The campaign exceeded earned media targets by 85% and reached millions across social, demonstrating how a heritage brand could move beyond product marketing to become part of the cultural conversation.

Client: All-Clad

Agency: Day One Agency

Role: Lead Creative

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