Tune in to cooking shows and chances are chefs will be using All-Clad pots and pans. In Catherine Fischer's opinion, that's because All-Clad Metalcrafters cookware is "the best high-end product." For 20 years, Ms. Fischer, 50, has made it her job as VP-sales and marketing to make sure that message is expressed in all All-Clad print and TV advertising. Taglines, for example, have included "Patent on perfection" and, its latest from New York-based agency Chillingworth/Radding, "The All-Clad state of mind." All-Clad, which sells its product only through high-end retailers such as Bloomingdale's, has kept its ad budget to an estimated $1 million. Much of its branding has come from chefs' voluntary use of the product. "Just like jewelry, we like to have our product viewed as a luxury item, although it's very functional and all of the chefs in America have used it, including Emeril [Lagasse] and Bobby Flay," Ms. Fischer says.
All-Clad's sales were up 41% in 2000 from 1999. Once a small, family-owned company, All-Clad was purchased by Waterford Wedgwood two years ago for $110 million.