Ninja: Air Fryers
494
pieces of earned media coverage were delivered
+100%
surge in Google searches for ‘air fryer recipes’
Making Air Fryers a ‘Thing’
Brits didn’t know or care about heated appliances; they had their ovens and microwaves, and they were set.
Ninja challenged us to drive a cultural shift and help make air fryers a kitchen staple for modern consumers.
How we did it
We set about to understand the barriers we may face, e.g. countertop space, cost of running another machine in the home and ‘wantability’ – the need to give consumers more than just rational reasons to want one.
Change doesn’t happen overnight and certainly not through one campaign. Instead, we knew that we’d need to consistently build hype for air fryers, helping the brand to continuously maintain momentum in a new market. However, along the way, three key solutions drove the most impact.
- Sparking a national debate on energy efficiency and cost savings through air frying.
- Creating cultural relevancy through advocacy – everyone was trying it and sharing their experiences.
- Keeping demand high by continuously tapping new audiences.
How we made it matter
By 2023 we had achieved our goal:
- We helped to boost sales for SharkNinja by over £300m.
- Ninja had the largest market share for air fryers vs competitors.
- Major brands and retailers jumped on the trend with Iceland launching an ‘air frying’ aisle and McCain adding air frying cooking instructions to packs.
- Countless pieces of creator content went viral across TikTok and Instagram.