By Gillian West

Cookware brand Le Creuset is celebrating its 90th anniversary with a campaign that aims to move the brand away from being rooted in the cookware category to instead reflect how people see it as a benchmark for quality and as a desired, lifestyle brand.

‘A thousand memories shared’, created by krow Communications, centres on celebrating the life-long memories created with family, friends and food with Le Creuset focusing on the emotional reasons to buy or invest in the brand.

“We want Le Creuset to be perceived similarly to other premium luxury brands,” explained Neil McIntosh, head of marketing for Le Creuset UK. Read full story ›

Source: The Drum