In 2015 Pyrex celebrated the 100th anniversary of its iconic brand and engaged Access PR to execute a PR campaign to raise awareness of the anniversary nationally and reinvent the image of this classic brand.
We planned an integrated campaign which spoke to a range of audiences, from existing Pyrex fans to baking and cooking enthusiasts, new fans and the general public. We partnered with Instagram sensation and cake creator Katherine Sabbath to develop a series of bespoke recipes and tips, as well as appointing Katherine as a key campaign spokesperson.
We undertook a media relations push and gifting program with the limited edition 100-year anniversary range as well as working on a series of nostalgia-inspired editorial features looking at the brand’s history. We also reached out to Pyrex ‘superfans’ across the country and undertook local and regional media relations activity to further tell the story of the anniversary.
The campaign exceeded all key communications metrics and helped the brand break through. More than 80 stories covered the anniversary across consumer media, leading to 78% increase in website traffic during the campaign launch month. The campaign also helped cement a successful partnership with Katherine Sabbath, which has since continued.