MICROPLANE

PRECISION, PERFECTED

Ongoing PR campaign for premium kitchen tools, bringing professional chef performance to home kitchens

We managed an ongoing PR campaign for Microplane, a brand renowned for its precision kitchen tools. By engaging both professional chefs and home cooks, we secured consistent coverage across food, consumer and trade media.

330+

Earned media & TV

330+ media incl. The Independent and delicious, plus Sunday Brunch and Nadiya’s Time To Eat

CHALLENGE

Expand Microplane’s perception beyond dedicated cooking enthusiasts to reach everyday home cooks, while maintaining the brand’s professional credibility built on its revolutionary photo-etched blade technology, made in the USA.

APPROACH

We created awareness and demand for Microplane’s latest product introductions through strategic sampling to media, chefs and content creators. By optimising placements on popular TV cookery shows, we showcased how Microplane’s precision tools transform everyday cooking tasks. Our strategic approach turned these influential cooking platforms into powerful showcases that established Microplane as the brand of choice for professionals and home cooks.

RESULTS

• 330+ print and online editorial pieces, delivering 9.4M+ in print circulation and 6.9M+ estimated online views
• Regular appearances on The Great British Bake Off, Tom Kerridge Cooks Britain, MasterChef, Saturday kitchen and more, reinforcing Microplane’s place in the kitchens of chefs and cooks
• Regular sampling to media, chefs and creators, encouraging hands-on trial of new launches and building authentic advocacy

 

"We chose to work with Fab Communications because of their exceptional contacts. The team not only delivers a constant stream of high-quality media coverage, year after year, they also ensure that our products are put directly into the right hands. This is why their media, TV, influencer, cook and chef relationships have been invaluable to us."

Ines Byham

Marketing Manager, Microplane