Calphalon is promoting its new line of self-sharpening cutlery in a national television advertising campaign, airing now through fourth quarter 2015, the company said.
Launched in May, the cutlery features built-in sharpeners that are said to automatically sharpen straight edge knives with every use. The company has also launched a website, knifeskills.com, to further support the launch.
The ad campaign is expected to target audiences during the key holiday gifting, entertaining, and bridal registry season, the company said. The television ad showcases a home cook inserting her Calphalon Self-Sharpening cutlery into a knife block, at which point viewers are pulled inside the block to a mystical factory. Once inside, skilled workers are seen sharpening the large knife blades with welders and industrial machinery. The spot is airing now, and will run throughout the fourth quarter of 2015.
“Calphalon Self-Sharpening Cutlery has been one of our most successful product launches in our brand’s history,” said Kerry Strzelecki, director of brand marketing for Calphalon. “Consumers have praised the benefits of having their knives stay sharp for a lifetime, and the superior performance that they deliver time after time. As the holiday season ramps up, we feel this is the perfect time to advertise to our target consumers.”