Influencer Advisory™For Marketing Leaders at Cookware and Kitchen Brands
Turn Cooking Creators Into the Reason Home Cooks Buy Your Pans
We find cooking creators your buyers already cook along with, have them make their own recipes with your gear, and track every sale.
Campaigns for 55+ brands · Typhur: 3,573,258 impressions
Most cookware creator deals show the box and never the cooking
A creator unboxes a pan, says it is great, and moves on. Home cooks who spend that much want to see it cook first.
Why most cookware creator programs stall
“The unboxing got views but nobody bought the set”
Why it happensA high-ticket pan sells when people see food come off it. An unboxing shows a shiny box and nothing else.
“The creator never used it again”
Why it happensIt was one paid post. Buyers trust gear they see the creator reach for week after week.
“We picked food creators who don’t cook”
Why it happensLots of food accounts eat out or review restaurants. Their followers want places to go, not pans to buy.
“The recipe didn’t fit the product”
Why it happensA brief written by the brand picked a dish the creator never makes, so it looked forced.
“We can’t tell which creators sold anything”
Why it happensBuyers think about a big kitchen buy for days, then come back through search or Amazon.
“Every launch starts from scratch”
Why it happensNobody keeps a list of who sold last time, so the creators who worked never get booked again.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for cookware
Three steps, and every one of them ends in a number you can count.
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1
Find creators who cook what your gear makes
We pick cooking creators by what they cook on camera and who cooks along with them. That is how we picked Typhur’s creators.
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2
Cook their own recipe with your gear
Each creator makes a dish they already make, with your pan or machine, in their own kitchen. The food is the ad.
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3
Track every sale, then book the winners again
Every creator gets their own link and code. A second recipe lands a few weeks later, and the creators who sell get booked again.
Examples
One cooking campaign we ran, one TikTok Shop seeding run, and one category audit from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not for the kitchen
Cookware, knives, appliances or kitchen gear
Size
Under $10M a year
Doing $10M+ a year
Creators
Never worked with a creator and no plans to
Already send gear to cooking creators, or ready to
What you count
Views and likes
Sales you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your cookware creator program
See which cooking creators your buyers already follow, and what they would sell for you.