Milton launches ProCook range with captivating campaign

Milton has unveiled its latest cookware range, “ProCook,” designed to enhance cooking experiences with advanced features like Tri-Ply construction and Hexa Tech. This new line blends modern design with practicality, aiming to elevate everyday cooking for home chefs. 

The launch is supported by an extensive out-of-home (OOH) campaign developed in partnership with “Walk The Talk.” The campaign uses innovative storytelling to highlight the range’s unique features, capturing attention in key markets. 

In OOH, creatives have to make an instant impact. For this campaign, the creative wasn’t just a repurposed idea but an original concept built to tell a captivating story through the lens of outdoor media. By emphasizing product features and functionality, the visuals powerfully reinforced the brand’s message, leading to the compelling creative proposition: “Cook Like a Pro.” 

The bold campaign message told a riveting story across diverse media platforms, in multiple markets. From large formats to dynamic DOOH storytelling and impactful metro and train wraps. 

Focusing on the target audience demographic revealed a consumer group inundated with options. Standing out amidst this competition required communicating in locations that resonated best with this audience. Hence, every touchpoint was strategically chosen to engage the audience where it mattered the most, by mapping consumer travel habits, thus ensuring the campaign’s omnipresence, leaving a lasting impression. 

Niyank Zaveri, VP & West Head at “Walk The Talk,” shares, “Collaborating on multiple campaigns for Milton across varied categories is always an opportunity to innovate. Each project offers the chance to explore fresh approaches for engaging diverse audiences. The ‘Cook Like a Pro’ campaign was no exception, with a clear objective of driving brand awareness and high recall during purchase decisions. With a multi-format media strategy and methodical execution, we not only achieved extensive market coverage, but the visuals also met the highest quality standards, aligning perfectly with the campaign objectives.”