{"id":341213,"date":"2025-12-13T00:43:26","date_gmt":"2025-12-13T00:43:26","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/why-cookware-brand-hexclad-produces-all-of-its-own-content\/"},"modified":"2025-12-13T00:43:26","modified_gmt":"2025-12-13T00:43:26","slug":"why-cookware-brand-hexclad-produces-all-of-its-own-content","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=341213","title":{"rendered":"Why Cookware Brand Hexclad Produces All Of Its Own Content"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div xmlns:default=\"http:\/\/www.w3.org\/2000\/svg\">\n<p>The direct-to-consumer cookware company HexClad was founded in 2016<strong>, <\/strong>and celebrity chef Gordon Ramsay joined as investor-ambassador in 2021.<\/p>\n<p>HexClad surfed a huge wave of new business in 2020 and 2021, as many people began cooking more at home.<\/p>\n<p>By 2023, the company had matured to the point that execs decided \u201cwe really need to own our own creative destiny,\u201d HexClad Head of Content Matt Duckor told AdExchanger. They brought on Duckor, the first internal creative hire, with a mandate to in-house the capabilities that previously had been assigned to a \u201cpatchwork of various agencies.\u201d<\/p>\n<p>Now, HexClad has a 5,000-square-foot studio in Los Angeles and does almost all of its own production and design, he said, including editorial, copywriting, social content, packaging and design.<span id=\"more-448440\"\/>        <!-- \/987\/AdExchanger\/AdExWeb600x300 --><br \/>\n        <!-- [Ad Widget Id: ai_ad_widget-7 | Sidebar: ai-ad-in-content-slot] --><\/p>\n<p><!-- end [Ad Widget Id: ai_ad_widget-7 | Sidebar: ai-ad-in-content-slot] -->        <\/p>\n<div class=\"adex-ad-text\">\n            <img decoding=\"async\" alt=\"\" class=\"alignnone\" src=\"https:\/\/www.adexchanger.com\/wp-content\/uploads\/2018\/04\/advertisement2.png\"\/>\n        <\/div>\n<p><strong>Get creative<\/strong><\/p>\n<p>An important part of developing the in-house creative group at HexClad is to prove the return on investment, according to Duckor.<\/p>\n<p>Some creatives are for bottom-of-the-funnel ad units, and thus meant to convert. Other spots up the funnel aren\u2019t meant to convert directly, but should still be contributing to that conversion in a demonstrable way, he said.<\/p>\n<p>More and more, good creative is seen as driving performance.<\/p>\n<p>\u201cThere\u2019s hard data to reflect the value\u201d of interesting out-of-home campaigns or streaming TV, nowadays, he said, as opposed to \u201cvanity channels\u201d where the brand just hopes for good results.<\/p>\n<p>Also, creative investments can lead to important brand opportunities that bring the down-funnel metrics that performance or growth marketers want to see \u2013 like incremental sales. HexClad recently shot a commercial with Gordon Ramsay and Dr. Dre to promote a new cocktail shaker that\u2019s a collaboration between the cookware manufacturer and Dre\u2019s Still G.I.N booze brand.<\/p>\n<p>The shaker is the first such collaborative product for HexClad, Duckor said.<\/p>\n<div class=\"p-3 shadow-offset-lg in-content-house\">\n    <a class=\"d-block float-end font-heading btn btn-sm btn-primary ms-2 text-bg-primary\" role=\"button\" href=\"https:\/\/www.adexchanger.com\/newsletter\/?utm_campaign=subscribe&amp;utm_medium=web&amp;utm_source=ad&amp;utm_term=house&amp;utm_content=subscribe\" data-wpel-link=\"internal\"><br \/>\n        Subscribe<br \/>\n        <default:svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" style=\"position: relative; top: -2px; right: -1px;\" width=\"16\" height=\"16\" fill=\"currentColor\" class=\"bi bi-arrow-right-circle\" viewbox=\"0 0 16 16\"><br \/>\n            <default:path fill-rule=\"evenodd\" d=\"M1 8a7 7 0 1 0 14 0A7 7 0 0 0 1 8zm15 0A8 8 0 1 1 0 8a8 8 0 0 1 16 0zM4.5 7.5a.5.5 0 0 0 0 1h5.793l-2.147 2.146a.5.5 0 0 0 .708.708l3-3a.5.5 0 0 0 0-.708l-3-3a.5.5 0 1 0-.708.708L10.293 7.5H4.5z\"\/><br \/>\n        <\/default:svg><br \/>\n    <\/a><\/p>\n<h3 class=\"fs-5\">AdExchanger Daily<\/h3>\n<p class=\"mb-0\">Get our editors\u2019 roundup delivered to your inbox every weekday.<\/p>\n<\/p><\/div>\n<p>\u201cIt\u2019s an incredible opportunity to meet like a completely new audience in a different category,\u201d he added. \u201cWe\u2019re looking at, of the people who are converting, what percentage are net-new customers to the brand? And what\u2019s the lifetime value of those new customers acquired through a partnership like this?\u201d<\/p>\n<p>HexClad also released a documentary called \u201cOpen to Close\u201d this month that follows Ramsay and three other famous chefs for a day in their restaurants.<\/p>\n<p>The big online platforms themselves have helped validate the value of creative investments. A few years ago, Meta began pushing the line that \u201ccreative is the new targeting,\u201d Duckor said. The idea being that rather than having humans optimize campaigns based on demographic or behavioral targeting, advertisers upload creative that itself informs the Meta ad platform algo of who to target.<\/p>\n<p><strong>The AI revolution<\/strong><\/p>\n<p>It is also not a coincidence that HexClad decided to invest heavily in its own creative at about the exact moment that generative AI content became broadly accessible in 2023.<\/p>\n<p>AI tech is built deeply into every creative suite out there at this point, Duckor said. Adobe Photoshop and After Effects incorporate AI, for instance, as do all the ad platforms. And the HexClad team has been using Google Gemini\u2019s latest Nano Banana Pro model for imagery.<\/p>\n<p>But these creative products are still \u201cin their infancy,\u201d he said, let alone ready for end-to-end content production.<\/p>\n<p>AI is great for doing fantastical things, he said, like a whale jumping out of a tank in the middle of Fifth Ave in New York City. But ask AI services to faithfully recreate particular products over and over, and they cannot. The issue is acute for HexClad, specifically. Its pans have a distinct hexagonal design on the cooking surface, which AI tools struggle to reproduce.<\/p>\n<p>The big platforms have their own visions for generative AI creative across their networks, he said. But, if anything, that\u2019s upped the status of actual in-house creative.<\/p>\n<p>\u201cWe have to try to stand out and make our ads look and feel different,\u201d Duckor said. The algo encourages every brand to copy the top-performing ads and ad types on the platform at any given moment. And each platform\u2019s built-in generative AI creative is \u201cdoing that to the Nth degree.\u201d<\/p>\n<p>Already, Meta ad accounts are full of hundreds if not thousands of similar-looking ads from whole categories of brands. This is likely driving up fatigue among consumers, Duckor said, and thus increasing customer acquisition costs.<\/p>\n<p>\u201cAnd once everyone starts using those [generative AI creative] tools,\u201d he added, \u201cI think you\u2019re going to see an even worse version of what people\u2019s Meta ad libraries look like right now.\u201d<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The direct-to-consumer cookware company HexClad was founded in 2016, and celebrity chef Gordon Ramsay joined as investor-ambassador in 2021. HexClad surfed a huge wave of new business in 2020 and 2021, as many people began cooking more at home. By 2023, the company had matured to the point that execs decided \u201cwe really need to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":341214,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[165081,374,165082,11168,7222,52998,165083,165084,165085,60713],"dealstore":[],"offerexpiration":[],"class_list":["post-341213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-ai-creative","tag-brand","tag-brand-inhousing","tag-commerce","tag-content","tag-cookware","tag-dtc","tag-generative-ai-ads","tag-hexclad","tag-produces"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Cookware Brand Hexclad Produces All Of Its Own Content - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=341213\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Cookware Brand Hexclad Produces All Of Its Own Content - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The direct-to-consumer cookware company HexClad was founded in 2016, and celebrity chef Gordon Ramsay joined as investor-ambassador in 2021. 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