Highlights

+ROAS positive return-on-ad-spend

2x nearly doubled share of voice

+SoS higher share of search

Praise

“Sur La Table has spent more than 50 years earning the loyalty of people who genuinely love to cook. We've never had to shout. But we also knew there were millions of people out there who hadn't found us yet. TV gave us the chance to introduce ourselves to them at scale and to do it in a way that felt true to who we are.”

—Elton Graham, CMO at Sur La Table

Objective

Compete for awareness at the category level.

Sur La Table is the go-to destination for serious home cooks. . But outside that loyal base, awareness lagged competitors.

Strategy

“La Kitchen Symphony” invites the world into the kitchen.

Partnering with Marketing Architects, Sur La Table built its TV campaign around a 30-second spot set to a contemporary reimagining of Beethoven's Fifth. Shot in New York City, “La Kitchen Symphony“ captures joyfully messy kitchen moments and the chef-trusted products that make them possible

The campaign ran across both linear and streaming TV to reach as many fresh audiences as possible. All placements were evaluated against Sur La Table's performance goals across 150+ networks including Food Network, Hallmark, HGTV, Cooking Channel, and Bravo. 

Results

TV lifts Sur La Table’s web traffic, store visits, and share of search.  

Both linear and streaming delivered return on ad spend well above goal. But the real story was what happened across the rest of the business.

Website sessions stayed within or above forecasts during weeks with heavier TV investment. Paid search increased 12% year-over-year. Organic and direct traffic grew, too. And share of search saw steady improvement, even overtaking competitors.

In stores, the picture was also strong. Sur La Table's foot traffic grew year-over-year during the campaign while a top competitor declined, and Sur La Table's marketing share of voice saw a notable year-over-year lift.

The creative made its mark, too. Customers even entered stores humming the jingle.

Media

Featured on top networks:

• Magnolia Network
• Bravo
• Hallmark
• Food Network
• HGTV

With top linear and streaming placements:

• CNN News Central
• The Pioneer Woman
• NASCAR
• The Kitchen
• Hallmark Holiday Movies