Fissler launches new global brand campaign #forwhatmatters

Idar-Oberstein, July 13, 2021. “Premium cookware. For what matters. Since 1845.” This is Fissler's new brand promise. With its #forwhatmatters campaign, the premium cookware manufacturer aims to show its customers special appreciation. Fissler's new brand campaign puts its customers and the things that truly matter to them at the heart of the campaign.

“For us, cooking is so much more than just the process. For us, cooking is about appreciation. Appreciation – for the ingredients and for those who cultivate them with such passion. Appreciation – for the people we cook for and, of course, for the many chefs and their unique creativity and passion. This appreciation drives us to create the best cookware – and has been doing so since 1845. That's why we're focusing precisely on this in our #forwhatmatters campaign,” explains Sven Ullrich, Chief Marketing Officer at Fissler.

The Fissler brand campaign is a 360° approach encompassing a cross-media communication mix of online, offline, out-of-home, and point-of-sale (POS) measures. The first step is the launch of the campaign website #fürdaswaszählt ( for what matters). Using a combination of awareness formats, performance advertising, and native advertising, Fissler will then place its messages in thematically relevant environments with attention-grabbing visuals and content. The content marketing strategy, synchronized across all measures, simultaneously strengthens the Fissler brand in the German market. On Fissler's own social media channels, such as Facebook, Instagram, and Pinterest, trending recipes, tips and tricks, and product know-how will be showcased, targeting current and future customers and brand enthusiasts. Competitions and promotions ensure a direct extension of the campaign into retail.

But that's not all the long-established company from Idar-Oberstein is focusing on with its new brand campaign: Influencers, creators, and a new brand ambassador also play a central role. Starting in September/October, a German two-Michelin-starred chef and restaurateur will be the prominent face of the campaign, serving as a testimonial for the original-profi® collection. Beforehand, influencer Marina Jerkovic with vitavit® premium and creator Steffen Sinzinger with the adamant® series will provide further visibility and credibility. Their shared message: It's not just what we eat that matters, but also how we eat and what we use to prepare it.

“For what matters is more than just a campaign tagline. It's our commitment to offer our customers the best cookware as a sign of appreciation – no matter what's important to them. That's why we deliberately chose to work with multiple testimonials. For some, it's creativity, for others perfection, and for still others, health and sustainability. Our cookware has to meet all these different needs. This is how we want to build trust and convey appreciation for our customers and our products: credibly and authentically,” says Sven Ullrich.