When Icons Meet Innovation

Why do home chefs choose Monogram Luxury Appliances? According to Gwyneth Paltrow, it’s because they’re so superior to other ovens and ranges, they’re worth designing your kitchen around. Inspired to match that energy, The Foundry executed a massive, multifaceted campaign that leveraged Paltrow’s own recipes and kitchen to create custom photo and video shoots, Food & Wine print advertorials, digital issue and native premium articles, and high-performing social and video packages that positioned Monogram as the leader in home-cooking innovation and style.

This benchmark-busting suite of content sparkled with the wellness-focused sheen Paltrow is so well-known for, all seamlessly timed to Food & Wine’s 40th Anniversary and the Food & Wine Classic in Aspen, for which Monogram is a repeat partner.

A custom print advertorial spread, “When Icons Meet Innovation”, featured an interview with Gwyneth Paltrow and custom photography shot in her Hamptons home. A digital version was created for the Food & Wine 40th Anniversary Digital Issue, showcasing Monogram’s alignment with the publication’s celebrated milestone.

Our first and second premium native articles over-delivered with over 72K page views increasing awareness of the Monogram brand.

Static social content series on Instagram and Facebook positioned Monogram as essential for home entertaining, driving clicks to Monogram landing pages. This package earned an impressive engagement rate of 15.9%, 15.6x over benchmark, indicating that users were interested in learning more about Monogram’s offerings via our storytelling.

The Foundry’s Native Video Package, featuring Paltrow, delivered Monogram’s brand messaging across the Food & Wine brand, driving high CTR on social video and promotional video units, indicating that users were interested in brand messaging.

With Gwyneth Paltrow as our “icon” and Monogram as our “innovator,” The Foundry’s custom content campaign over-delivered at every turn, indicating our readers and followers were captured by and receptive to Food & Wine’s partnership with Monogram.