"This is the most successful product launch for Cole & Mason in the past five years, selling over nine thousand units in the first two months. And it hasn’t even launched in the US yet, which is a big market for us."

Jaccomien Klap. Global head of marketing

A campaign to connect with both B2B and B2C audiences

Cole & Mason have been crafting salt and pepper mills for over 100 years. Founded in London, the brand is synonymous with engineering excellence, precision and quality. But to grow their audience, they needed to do more than heritage alone.

The Kenton Collection was created to do just that – a vibrant, mix-and-match range in colours inspired by culinary ingredients like sichuan, rosemary and sage. With interchangeable knobs for personalised colour combinations, it offered a fresh proposition for a younger audience and anyone who may never have experienced Cole & Mason before.

The challenge was clear: launch the range to retail buyers early in the year while creating consumer excitement that would cut through in a competitive category. It needed to work as a multi-audience campaign – engaging B2B buyers and inspiring B2C shoppers.

Blending brand heritage with fresh thinking to launch the Kenton Collection

We built the campaign from a strategic platform that celebrated the collection’s difference: a splash of colour and a twist of seasoning. It was a concept designed to resonate with buyers and inspire consumers.

Scroll-stopping visuals to elevate a heritage brand

To bring the idea to life, we developed a creative direction that could showcase liquid colour coating the mills in a single, seamless ‘splash’ moment. CGI was the ideal medium to achieve this — enabling a level of visual impact that would transform the product’s image from classic to contemporary in an instant.

The campaign was rolled out across:

Launch animation for retail and digital channels
Adverts and social content
Colourful, high-impact point of sale
A vibrant PR launch event in London

As design lovers and food fans, we couldn’t resist being first at the checkout when the collection went on sale. You can see why (and you can buy) here: Kenton Collection

Key results

Delivered a campaign to reposition Cole & Mason for new audiences
Attracted a younger, style-driven audience to an established heritage brand
Retained the integrity of the Cole & Mason brand

Ensured synergy with the existing product portfolio
Delivered a single campaign that worked for both B2B and B2C audiences
Delivered a campaign underpinned by bold visuals that elevated the category

Learn more about the project

Jaccomien Klap Global head of marketing

“In just six weeks, the Kenton sold out on Amazon, became one of the top-selling salt mills in the UK, and delivered the most successful product launch on the Cole & Mason website in the past five years.”

Jaccomien Klap Global head of marketing

“Our most successful Cole & Mason launch in five years, selling over nine thousand units in the first two months. And it hasn’t even launched in the US yet, one of our biggest markets.”