Client:

Farberware Cookware

Target Audience:
Single or Divorced Men(how sad) 30-50 who are nervous or anxious about their skills in the kitchen.

Consumer Insight:
Men are a little afraid of cooking when it's not done on the grill.

Key Message:
Farberware cookware is built tough for men.

Concept:
Man Made Food.

Reasons to Believe:
Farberware is tough cookware built to handle the trials and errors of cooking.

Art Director: Reed Sullivan

Copywriter: Reed Sullivan