Cookware brand Circulon has selected Michelin-starred chef and TV personality Marcus Wareing as the new ambassador for its ‘SteelShield’ range.
The Masterchef judge will front all Circulon SteelShield marketing campaigns and demonstrate how the brand can allow cooks to feel ‘confident and courageous’ in the kitchen when the ‘right cookware’ is used.
Renowned for his TV work over the last eight years and his Michelin-starred restaurant ‘Marcus’ in Belgravia, Wareing is held in high-esteem for his contribution to British food in a career spanning more than 30 years.
The chef claims to use the brand’s pans in his professional kitchen for their non-stick and ‘heat distribution technology’.
The news comes as part of a continuation of the celebrity brand ambassador trend. Last month, Onken yoghurt teamed up with TV personality Gok Wan in a bid to encourage everyday consumers to use the yoghurt brand when cooking.
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“Marcus is a master of his domain but is doing great things in democratising the tricks of the professional kitchen to keep people excited about what they can personally achieve,” Meyer Group marketing director Carl Wright said.
“We both believe Circulon is the perfect partner for consumers to realise this and we are proud to begin this relationship and mission together.”
As part of a Circulon campaign launching this month, the brand will award one lucky consumer with the opportunity to cook with Wareing in his restaurant.
The critically-acclaimed chef added: “For me this is a true and authentic ambassadorship because my team and I use these pans in our professional kitchen every single day.”
“There seems to be this divide in thought that you should have professional-grade pans for working environments and off-the-shelf for the home. That simply doesn’t need to be the case when you have technology available like Circulon SteelShield, which both consumers and professionals alike can achieve great things with.”
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