OPPORTUNITY

HexClad is one of the most exciting and successful cookware brands in the United States with over $250 MM in yearly revenue. Mexico perhaps has the most interesting gastronomy in the entire United States. It’s a match made in heaven. HexClad didn’t just need an ads team, they needed to understand the nuance and essence of the Mexico market. Calo was well-positioned not just as a multicultural team, but a collective of chefs and foodies.

Solution

Essential research developed a brand tagline, usage guidelines and transcreation strategy. Heavy work went into not translating, but ensuring cultural relevance within every word, every Shopify PDP description and into every single of the 30 first-year influencer collaborations. An extensive paid media strategy segmented audiences, defined user profiles, and over 200 creative assets have been created so far.

Sales period campaigns- with their unique D2C model, we created comprehensive and culturally-relevant campaigns ranging from independence day, to Cyber Week, to Buen Deal to Prime Day. Each campaign was modeled after global account toolkits while infused with language relevant to both aspiring Mexican chefs and the brand’s essence. Collaborations- we aligned with leading creators and chefs for comprehensive UGC content that didn’t just tell the story of HexClad, but of Mexico. UGC has been a massive revenue and confidence driver, with both organic and paid performance seeing a substantial lift.

The outcome

HexClad was able to reach its first year sales goal and prove that D2C brands have a strong future in Mexico. During key offer periods, ROI’s of 10X+ were reached and 10K organic followers achieved within a few months. The brand continues making waves in Mexico’s culinary scene as scaling takes off.