Europe’s largest cookery school L’atelier des Chefs has partnered with Tefal to equip its UK mobile interactive cooking events with Tefal’s Ingenio cookware.
L’atelier des Chefs is now taking the partnership one stage further by selecting Ingenio as its cookware of choice for its UK cookery schools. This means that all classes will be run using Ingenio and range will be sold in the retail shop at each cookery school venue.
Launched in July 2013, the Tefal Ingenio concept has been heavily supported above-the-line by the brand. 2014 saw a £250,000 digital marketing campaign to build awareness, followed this year with Tefal investing £1.3m on an October TV campaign, which drove sales to a record high.
The Ingenio concept is built around handles that attach and detach with just one click, allowing the user to not only save space when cooking or storing them in the cupboard, but to maximise the use of the cookware through versatility. It allows the user to transfer cooking from the hob to the oven and then direct to the table – all in the same dish.
Jennika Kalliala, Senior Product Manager for High-end Cookware at Groupe SEB, said “Our partnership with L’atelier des Chefs has proved to be a great success in raising the profile of Tefal Ingenio cookware. It is a great testament to the product range that they have now made Ingenio their choice of cookware for all of their UK schools, giving everyone the chance to try out this truly innovative cookware. We have even more ambitious plans for Ingenio in 2016.”
Nicola Piercy, UK MD of L’atelier des Chefs, commented: “Our kitchens are stocked with everyday use products but we also need the chefs’ stamps of approval on genuine new innovations. We are therefore thrilled to partner with Tefal Ingenio, which matches both these qualities.”
Since 2009, L’atelier des Chefs has been running interactive cooking events for all occasions and budgets in its central London venues. In 2013, L’atelier des Chefs held more than 600 events in its venues and on the road.