Prepared for Michael C. | Delivered September 29, 2021
All-Clad and Made In Media Insights
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To understand media spend for two DTC (direct-to-consumer) cookware companies, All-Clad [
] and Made In [
]. Specific information of interest includes:
Media spend by channel, including broadcast TV, OTT video, digital video, social media, search, and influencer marketing for 2019-2021.
More general information on advertising spend may be of interest but would be less useful than spend by channel.
Data availability related to media spend by channel, or in total, is low. Media and/or marketing spend is typically unavailable in the public domain because this information is often considered proprietary and closely guarded by organizations (both public and private). Business Insider notes that even public companies are "
not required to split out
their advertising spend from their general SG&A expenses figure, and most don't want to share that kind of data with competitors."
Tools such as
's Advertising Intelligence platform
indicate some ability to provide related information via a paid engagement, but it is unclear the level of granularity that could be provided for these companies.
Given the lack of information surrounding media spend, we have pivoted our recommendations to focus on a deeper understanding of marketing initiatives and campaigns these organizations have executed between 2019 and 2021.
All-Clad maintains an active presence on
account is less active (most recent communication from 2020), as is its
account (with the most recent video from 4 months ago).
SpyFu estimates that most of the traffic to All-Clad's website is organic (
past month US). SpyFu estimates the company's monthly Google Ads budget at
SimlarWeb notes that
of traffic to All-Clad's website is driven by search (
Digital and marketing specialist, Lauren
, highlighted a
2019 social media campaign
for All-Clad, which included "creating compelling and educational content featuring timely recipes, chef ambassadors, and
influencers." Success metrics included a
36% YOY increase
in sales due to social promotion,
25% Instagram follower growth
, and a lower
than the industry average
In 2021, All-Clad highlighted a series of "activities, partnerships, and
" to celebrate its 50th anniversary. The company
did not provide spending
figures associated with these events.
All-Clad also recently pledged
to the Breast Cancer Research Foundation (BCRF), which will include "
to fund the organization's research, curated recipes from BCRF nutritionists, breast cancer prevention tips and more" during October 2021.
In 2020, company founder Chip Malt said its
focus marketing channels
, podcasts, and TV. Malt says, "
return on ad spend
is really the most important metric we look at.
are a significant element of its marketing, with Malt commenting, "We wanted
to be an important part of our brand." Outbound marketing on Facebook and Instagram is a key part of the brand strategy, with Malt noting that "
play a large role."
Malt says ambassador marketing is organic, conducted at
. Beginning in late 2018, chefs generally
approached the company
based on interest in the brand. Several chefs, including Tom
, are noted as
for the company.
SpyFu estimates that most of the traffic to
is organic (75%). SpyFu estimates the company's monthly Google Ad budget at
highlights a "
Delivered to Your Door
" TV MadeInCookware TV spot, which aired in 2020. Metrics (which may potentially include impressions and spend) require
The first hour of research was spent assessing information availability in the public domain associated with marketing spend for the two companies of interest,
As indicated earlier, information availability is low as marketing spend (in total or by channel) is typically not revealed by companies and is often considered
proprietary competitive intelligence
We provided some related publicly available information found within company press releases and interviews, estimated metrics and spend from several online platforms (SimilarWeb and SpyFu), and one TV spot for Made In that indicated spend for the spot may be available with signup.
Since we don't expect any level of marketing spend information to be available with further research (total or by channel), our further recommendations will pivot to understanding recent marketing initiatives for these two DTC cookware companies.