Tefal USA. A cultural moment. And a slogan that turned cookware into conviction.
The brief was to make non-stick pans matter. Not a product demo — a movement. We built a TikTok-first creator campaign around one provocative hook, “My Pan, My Choice,” reframing the kitchen from a domestic task into a statement of personal freedom. Six creators, six pieces of content, one October 2025 flashpoint — engineered to spark conversation, not just impressions.
Six creators. One slogan. 3.2M views. — Top TikTok content, loved by audiences.
Challenge
Cookware is a low-attention category. A non-stick pan doesn't stop a scroll, and a functional “how-to” video sells steps nobody remembers. Tefal needed relevance in a feed built for culture, not commerce.
Solution
We led with emotion, not instruction — “why-to,” never “how-to.” A provocative hook (“My Pan, My Choice”) borrowed cultural weight, a “sanctuary vs. chaos” narrative framed the kitchen as personal refuge, and a diverse, authentic UGC cast let a wide audience see themselves in the story.
Results
Six creators averaged 532.9K views each — 3.2M in total, 38.7K likes and 3.4K shares, reaching 1.58M and scoring a 281% ERS. 45% of sentiment came back positive, led by nostalgia and belonging, and the hook carried $147K of earned media value with it.
What we ran
Influencer Marketing
TikTok Content Production
Creative Strategy & Slogan
Earned Media & Reach
Social Listening & Sentiment
Read it.
The Reach Play
Six TikTok creators, 3.2M total views, 38.7K likes and 3.4K shares. The slogan traveled far beyond its cast, driving 1.58M reach and a 281% ERS.
The margin6 Creators · 3.2M ViewsThe Emotion Play
Nostalgia and belonging led the conversation: “The kitchen is FULL of memories.” Personal-anecdote and practical-defense comments dominated word of mouth (36%), proving the sanctuary narrative landed.
The margin45% Positive · 22% NeutralThe Culture Play
The “My Pan, My Choice” hook turned a pan into a debate, keeping the brand at the centre of a trending cultural moment — a third of all sentiment engaged the policy conversation it borrowed from.
The margin$147K USD EMV
