Case Study

HOW SUR LA TABLE CLAIMED THE KITCHEN AND THE TV SCREEN

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Sur La Table saw:

+ROAS

positive return-on-ad-spend

nearly doubled share of voice

+SoS

higher share of search

“Sur La Table has spent more than 50 years earning the loyalty of people who genuinely love to cook. We've never had to shout. But we also knew there were millions of people out there who hadn't found us yet. TV gave us the chance to introduce ourselves to them at scale and to do it in a way that felt true to who we are.”

—Elton Graham, CMO at Sur La Table

A beloved culinary retailer steps into national TV advertising.

OVERVIEW

A beloved culinary retailer steps into national TV advertising.

For more than 50 years, Sur La Table has been the go-to destination for serious home cooks. Devoted customers know the brand well: the exceptional product selection, the expert in-store staff, the cooking classes that turn a Saturday afternoon into a memorable experience. But outside that loyal base, awareness lagged competitors. Sur La Table decided it was time to change that. So they turned to national linear TV for the first time in the brand's history.

OBJECTIVE

“La Kitchen Symphony” invites the world into the kitchen.

Partnering with Marketing Architects, Sur La Table built its TV campaign around a 30-second spot set to a contemporary reimagining of Beethoven's Fifth. Shot in New York City, “La Kitchen Symphony“ captures joyfully messy kitchen moments and the chef-trusted products that make them possible

The campaign ran across both linear and streaming TV to reach as many fresh audiences as possible. All placements were evaluated against Sur La Table's performance goals across 150+ networks including Food Network, Hallmark, HGTV, Cooking Channel, and Bravo.

TV lifts Sur La Table’s web traffic, store visits, and share of search.

RESULTS

TV lifts Sur La Table’s web traffic, store visits, and share of search.  

Both linear and streaming delivered return on ad spend well above goal. But the real story was what happened across the rest of the business.

Website sessions stayed within or above forecasts during weeks with heavier TV investment. Paid search increased 12% year-over-year. Organic and direct traffic grew, too. And share of search saw steady improvement, even overtaking competitors.

In stores, the picture was also strong. Sur La Table's foot traffic grew year-over-year during the campaign while a top competitor declined, and Sur La Table's marketing share of voice saw a notable year-over-year lift.

The creative made its mark, too. Customers even entered stores humming the jingle.