The ‘multi-level digital media campaign’, which runs from October 1 to November 11, will be filmed from the pan’s perspective, using a camera mounted Pancam.
The promotion will be supported with a range of in-store point of sale material including bespoke packaging and leaflets taking inspiration from the film.
A 25% money off promotion on all Ingenio ranges including Essential, Elegance, Expertise and Stainless Steel, plus accessories, will run throughout November.
The Ingenio concept is built around its handles that attach and detach with just one click. Tefal says this feature allows the user ‘to facilitate the most versatile means of cooking – from hob, to oven, to table – saving space when cooking or when it’s time to put the pans away’.
Groupe SEB marketing manager of housewares Stefan Kaczmarczyk said: “Our kitchens are getting smaller whilst our cooking ambitions are getting bigger. Ingenuity meets ambition with Tefal Ingenio, inspiring a new generation of chefs, adapting to their lives and allowing them to truly enjoy the time spent in the kitchen.”
Outlining the idea behind the campaign, he continued: “If you could see life through the lens of your cookware, you’d see how hectic it can often be. By telling the story from the perspective of your pan, we are emphasising the grand and sometimes chaotic nature of cooking and showing how Ingenio can help you handle it.”