Agency Work

Instant Pot® Launches First National Ad Campaign With Partners + Napier

Integrated campaign shows how we can all make dinner and enjoy life in three simple steps
October 8, 2019

Instant Pot, the multi-cooker with a cult following and the number one selling brand on Amazon, is launching its first-ever advertising campaign with a powerfully simple message about what you can do when the burden of dinner prep is lifted.

“Dinner. Done.” created by newly selected agency of record Partners + Napier, celebrates the unmatched time savings and zero-stress cooking experience of Instant Pot. Rather than slaving over the stove to the sound of screaming kids while their gym sneakers collect dust, Instant Pot owners revel in a new dinnertime schedule:

  • Step 1: Chop Stuff
  • Step 2: Do Stuff
  • Step 3: Eat Stuff

“People idealize dinnertime, yet more often we settle for less-than-ideal dinners,” said CJ Gaffney, Director of Strategic Planning. “The most common response we heard over and over from Instant Pot users was that owning an Instant Pot has simply changed dinnertime. With an Instant Pot, dinnertime is better, easier, and more inspired.”

The integrated campaign targets food enthusiasts, health-conscious consumers and busy parents with 15- and 30-second television spots, pre-roll, social media and display advertising. This is Partners + Napier's first campaign for Instant Pot since winning the account in August, following a competitive review.

One spot features a woman doing goat yoga while her 10-Minute Tasty Chicken Tacos cook in her Instant Pot, while another shows a dad building a giant toy crane with his son with the promise of 6-Minute Homemade Mac and Cheese when they are done. All activities and recipes shown in the campaign are grounded in research on audience behavior.

“So much of what happens during the day is beyond our control, and it’s dinnertime that often takes the hit,” said Rob Kottkamp, Partners + Napier’s Chief Creative Officer. “With this campaign, we’re empowering people to take back the dinner hour. Do something fun. Do something weird. Do whatever you want, because Instant Pot will get dinner done.”