Housewares Business-to-business magazine for housewares retailers and their suppliers
Leading premium cookware brand Circulon has announced Michelin-starred chef and TV personality Marcus Wareing as the new ambassador for its SteelShield range.
Renowned for his Michelin-starred restaurant ‘Marcus’ in Belgravia, as well as his TV work over the past eight years, Marcus is heralded for his contribution to British food in a career spanning more than 30 years.
As part of his role, Marcus will front all Circulon SteelShield marketing activity and demonstrate how cooks can feel more confident and courageous in the kitchen when the right cookware is at hand.
His activity will also include a brand campaign launching in May 2022 which will result in one lucky consumer receiving the opportunity to cook one-on-one with Marcus and Circulon in his restaurant – a true money-can’t-buy experience.
The partnership is a natural one for both parties with Marcus already using Circulon SteelShield pans in his professional kitchen due to their leading non-stick and even heat distribution technology, lifetime guarantee, as well as their expertly constructed and ergonomic design.
Circulon has been a cookware pioneer since 1985 due to its technology breakthroughs; since its inception it has delivered the first non-stick, coloured, dishwasher-safe and induction friendly pans to market, pushing the limits of what cookware can deliver. Its patented SteelShield range uses raised stainless steel ridges to protect non-stick grooves, ensuring the best outcome for every dish.
Marcus Wareing comments: “For me this is a true and authentic ambassadorship because my team and I use these pans in our professional kitchen every single day.
“There seems to be this divide in thought that you should have professional-grade pans for working environments and off-the-shelf for the home. That simply doesn’t need to be the case when you have technology available like Circulon SteelShield, which both consumers and professionals alike can achieve great things with.
“The pans give you the confidence to be a little bolder with your recipe choices because you can implicitly trust their non-stick capabilities and know you’re going to get the perfect distribution of heat across all areas of the pan. I’m very much looking forward to encouraging more people to push their limits in the kitchen with Circulon.”
Carl Wright, marketing director at Meyer Group, said: “Marcus is a master of his domain but is doing great things in democratising the tricks of the professional kitchen to keep people excited about what they can personally achieve. We both believe Circulon is the perfect partner for consumers to realise this and we are proud to begin this relationship and mission together.”
