Fall in love with food prep through paid social ads.

TOG Knives are designed in Britain and handcrafted in Seki city, Japan. They are used and endorsed by many top chefs including Michelin Star in the UK but are also very popular with keen amateur home cooks.

The main goal was to elevate and drive their social marketing activity further by researching and targeting pre-defined audience groups about high-quality Japanese knives, and show them how easy prepping food can be with the right equipment.

We created a mix of video and social ad sets to target professional chefs, home cooks, and meal preppers. With all eyes on the knives, we showed how easy and fun food prep can be with the right tools by driving their attention with familiar audio cues and sounds. A bit like ASMR.