HexClad – a market disruptor, is a rising premium cookware brand from the US. They are unapologetically premium and offer home chefs a fun, worry-free, and creative culinary experience.
The Challenges
After their launch success in the US, UK, and European markets, HexClad wanted to further expand as a global brand and chose Japan as the first market in Asia.
HexClad aimed to localize the brand in a way that remained consistent with the values and personality established in the US.
As such, campaigns in Japan should be consistent with the US by being digitally led and going beyond conventional cookware promotions.
The Solution
relativ* conducted an in-depth market research survey with over 1,000 participants to identify HexClad’s ideal customers and understand their mindset toward investing in premium cookware in Japan. Three key discoveries emerged:
- Target customers are not just buyers – but collectors
- Purchasing power fuels by the needs for innovation.
- Cooking is seen as enjoyment and self-expression, not a chore.
We created design communications that encouraged people to elevate their kitchen skills by emphasizing the brand’s unique technology and its alignment with the passion and creativity of cooking enthusiasts. The launch was further elevated by the endorsement of celebrity chef Natsuko Shoji, who joined as HexClad’s first brand ambassador in Japan.
The Results
HexClad’s launch event in Japan was a resounding success, significantly increasing brand awareness and securing organic media coverage that highlighted its innovative cookware.
To further solidify its position in the premium cookware market, we collaborated with a mix of macro and micro-influencers, alongside professional chefs, leveraging their credibility and reach. These efforts established HexClad as a trusted choice among both culinary experts and cooking enthusiasts.
Works included:
Research and Insights
Creative and Communications Development
CX Consulting / Strategy
