Influencer Marketing for Cookware Brands: How to Work With Creators

The cookware market is likely bigger than you think. Globally, the cookware market is expected to hit $44 billion by 2029, representing an 8.3% increase from this year. What’s driving the growth? Rising inflation, coupled with higher prices at restaurants, have pushed consumers to do more cooking at home. To capitalize on this growing market, cookware brands, which include those selling pots, pans, and kitchen utensils, leverage influencer marketing. 

Examples of influencer marketing for cookware brands

With the support of an authentic influencer in the cooking niche, your brand can reach at-home cooks, aspiring chefs, and people who like to spend time with their stovetop. Here are several influencer marketing campaigns to consider:

Get video endorsements from cooking enthusiasts

One of the best ways to promote your cookware is to collaborate with influencers to endorse it. Cookware brand Hexclad, for example, has celebrity chef Gordon Ramsay endorse its set of pots and pans in this video:

Working with a celebrity influencer requires a fairly large budget. However, you can achieve compelling engagement rates and drive sales by working with lesser-known cooking influencers. 

Look for cookware influencers on an influencer marketing platform and filter your results to match the demographics of your target audience. Review influencer profiles, engagement rates, and content costs to help select the best influencer for your brand and budget.

Conduct an experiment 

Ask an influencer to experiment with your cookware to show how it outperforms others. For instance, in this video, an influencer cooks a steak in four different pans to see which one makes the best-tasting dish. 

You could do something similar or conduct a different experiment, like showing followers how much heat your pans can take or the extreme conditions a kitchen utensil can handle.

Showcase cookware care

Help consumers care for their cookware beyond washing and drying with cookware care videos. Show people how to maintain stainless steel cookware, for example, or how to restore a cast iron pan. This kind of campaign educates your customer base while subtly showing your product.  

Offer a cookware-buying guide

Help your audience buy the right pots and pans. Many factors weigh into this decision, from family size and costs to favorite meals and types of cookware material (like stainless steel or copper). To help, collaborate with an influencer to create a helpful buying guide that followers can use to educate themselves. 

For instance, this video guide weighs different types of cookware, while this blog post gives consumers a list of things to consider before purchasing cookware. 

Share a product demo

To highlight your cookware, ask an influencer to shoot a product demo video. A content creator with culinary skills could make a buffet breakfast using your pans, for example. Some kitchen tools fall under cookware, too, so if your brand sells any kind of food preparation product, show consumers how it works with an influencer-created demo like this:

Explain how to recycle cookware

Cookware brands committed to sustainability can focus on eco-friendly ideas like how to recycle cookware. For this concept, you could partner with sustainable or cooking influencers and share an article, like this one, or an infographic with visual instructions. 

Host a cookware Q&A

How do you know when it’s time to get rid of pans? Which pans can be used on the stovetop and in the oven? How do you season a cast iron pan? At-home chefs often have many questions about cookware. 

Consider asking an influencer to host a live Q&A session on your social channels to answer questions just like this. Someone from the cookware brand could open the event, introduce the influencer, and read questions as they come in. 

Partner with an influencer for a giveaway

One of the easiest ways to drive brand awareness is to connect with an influencer and host a giveaway. While you can host a giveaway “just because,” try to tie it to a holiday or event. The event could be connected to your brand or to the influencer. 

For instance, when the cooking channel Natashas Kitchen reached 200K subscribers on YouTube, she worked with a cookware brand to give away a set of pots and pans. 

Cookware brands can reach a broad audience and, in turn, can deploy many different kinds of influencer campaigns. If your brand is ready to try influencer marketing or wants to improve its current influencer strategies, give these campaign ideas a try.

Influencers:

Looking to partner with industry-leading brands? Create your free profile today.

Marketers:

The world’s biggest brands trust IZEA. Find which of our influencer marketing software or managed service solutions are right for you.