GreenPan

Case Studies

Marketing Bee takes on pioneer toxin-free international cookware.

GreenPan is a prestigious global cookware manufacturer founded in Belgium. In 2007 they introduced Thermolon™, the original healthy ceramic nonstick, a coating that starts with non-toxic raw materials derived from sand. Since then they have grown their brand to +100 countries and sell one pan every 8 seconds.

GreenPan now has a broad range of innovative high quality products featuring electric cookware, bakeware, pans and pots, cutlery, and accessories.

GreenPan selected Marketing Bee to upgrade their digital content, creating new strategies with videos, photography, recipes and advertisements for the APAC market. Marketing Bee is also handling a public relations campaign spanning across lifestyle, health and food segments.

Marketing Bee pulled GreenPan’s benefits into sharp focus, namely that it’s free of PFAS (forever chemicals). Traditional nonstick is plastic, and these plastics, plus the chemicals used to turn them into nonstick coatings are ‘forever chemicals’, now found in the bodies of 99% of consumers.

Marketing Bee developed strategies to showcase GreenPan’s amazing non-stick performance in delicious food preparation and presentation. Foodie-focused Marketing Bee excels at these and GreenPan are a perfect partner for us. This collaboration is underpinned by the “Make the Switch” message.

Market Strategy
  • Produce new videos
  • Produce new photography
  • Produce tailored recipes
  • Produce in-kitchen studio shoots
  • Create and manage Social Media
  • Conduct campaigns with Influencers
  • Undertake Brand collaborations
  • Public relations through lifestyle and food media
Retailer Highlights

Marketing Bee has grown the GreenPan Australian footprint via retailers such as Myer

Photography

Marketing Bee’s expert food photographers do monthly studio shoots to produce editorial content and premium imagery.Highlighting design excellence is also a priority. These are delivered in Marketing Bee’s Delonghi-fitted Melbourne food photography studio.

Social Media

Marketing Bee provides Australian content, produced by an Australian Agency to showcase Australian ingredients – so important for an international brand needing traction locally. This social media strategy is based on international collaboration with the international teams located in Singapore, Hong Kong and Belgium.

Public Relations

Marketing Bee conducts PR campaigns targeting lifestyle and health publications who favour non-toxic cookware. Strong angles of sustainability, design and wellness were crafted to target those communications.

Influencers

Cookware sets were given to selected influencers, to showcase the brand and how to cook with GreenPan, resulting in countless pieces of media. GreenPan sets are stylish and sophisticated, attracting special interest from food influencers.

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