D1A has been named the Creative AOR for three of Groupe SEB USA’s iconic brands: All-Clad, Rowenta, and T-Fal.
For decades, these storied brands have set the standard in cookware and appliances, and have built a trusted reputation among home and professional chefs, design enthusiasts, and tastemakers.
D1A will help Groupe SEB connect with new audiences and drive relevance, leading to legacy across earned, owned, paid, and influencer channels. The agency’s remit will also include content production across paid and organic channels and experiential work for the three brands. D1A’s first campaigns as Creative AOR will be focused on the Rowenta Steam Station and T-fal air fryer.
“In today’s fast-moving media landscape, we need a partner who not only understands the future of earned media, but knows how to make our brands part of the cultural conversation,” said Jennifer Lucas, Director of Sales and Marketing Communications, Groupe SEB. “Day One impressed us with their ability to see around corners and their success in helping established brands stay relevant and top of mind. Their fresh strategic approach to earned communications is exactly what we need to drive engagement for All-Clad, Rowenta, and T-Fal, and we’re excited to collaborate with them to shape the future of our marketing.”
As part of its strategic growth plans, D1A has had noteworthy interest from brands to serve as strategic and creative partner at the master brand level, grounded in their expertise in building community through earned social to break through across the evolving media landscape and connect with consumers.
“At Day One, we believe nothing powers a strong brand like a compelling story— especially in a world where social conversation shapes culture in real time,” said Josh Rosenberg, CEO, Day One Agency. “What excites us the most is the opportunity to bring fresh energy to Groupe SEB’s iconic brands, translating our expertise in the category into breakthrough brand thinking. By pairing social insight with brand storytelling, we’re unlocking new ways to connect these household names with the next generation of consumers.”
Thanks to that expertise, the agency has seen both organic growth with current clients and new business opportunities to partner as a creative agency of record. Groupe SEB represents the first new creative AOR relationship for D1A in 2025, with more announcements to come.
More on All-Clad, Rowenta, and T-Fal:
- All-Clad, a brand born and still operating in Pennsylvania, was first introduced to American kitchens 50 years ago as the first manufacturer to use bonded metal and has grown to be synonymous with best-in-class stainless steel cookware among chefs and home cooks alike. It’s the heirloom cookware to be passed down generation to generation.
- Established over a century ago, Rowenta has been a leader in premium home care solutions, engineering air purifiers, vacuums, and fans. The brand is renowned for its innovation in steam stations and its most iconic product – steam irons.
- A leading brand from its inception, T-Fal was the first to introduce nonstick cookware and has expanded to a versatile collection of cookware and small appliances – all designed to be stylish, durable, and most of all, practical for the everyday cooking experience.
