The Challenge
HexClad faced the ultimate marketing challenge: making their Super Bowl debut count. With millions of viewers and enormous investment at stake, the brand needed to establish itself as more than just another cookware company.
The goal was to position HexClad as advanced, innovative cooking technology that transcends traditional kitchen boundaries—literally out of this world.
The Viral Strategy
We threw out the traditional playbook of releasing a trailer to build anticipation for our spot. Instead, we released the campaign by creating a conspiracy theory that Gordon Ramsay was cooking at Area 51, fueled by influencer storytelling and internet speculation.
This mystery captivated 69 million people and generated 6 billion impressions before the big reveal. The campaign transcended traditional advertising, offering an immersive experience that kept audiences engaged and eagerly anticipating the final reveal.
The mystery culminated in a Super Bowl ad revealing that Gordon was cooking for aliens using HexClad's advanced technology, perfectly positioning the brand as innovative and otherworldly.
Campaign Execution
Created an elaborate conspiracy theory around Gordon Ramsay's mysterious activities at Area 51, building intrigue and speculation across social media platforms.
Leveraged influencer storytelling to fuel internet speculation and organic conversation, creating authentic buzz around the mystery without revealing the brand connection.
Timed the big reveal perfectly for maximum Super Bowl impact, connecting all the mystery elements to HexClad's advanced cooking technology in a memorable, shareable moment.
My Role
- Campaign Strategy/Leadership
- Stunt Product Development and Roll Out Strategy
- Influencer & Paid Media Strategy
- Integrated Planning & Execution