Brief
To educate consumers and key influencers in order to improve their understanding of Thermapen by securing ambassadors, generating coverage and creating film content.
Consumer insight
Research conducted by YouGov showed that knowledge of correct cooking temperatures is limited and many of us rely on guess work. That’s not ideal when you’re trying to cook the perfect steak. It was time to tackle the issue head-on!
Idea
Development of an educational campaign, ‘Is it Cooked?,’ aimed at securing media coverage and reaching out to key influencers. We held a steak masterclass in Edinburgh and filmed all events for social media, developed press releases and organised competitions, all with the ‘Is it Cooked?’ theme. Did it work?
Results
25 pieces of coverage.
50 million online readership.
1 million offline readership.
