OXO Tongs Review

To provide an real-world review of my experience using the OXO tongs. These are the best tongs I've ever used. I give them to people I meet who have lousy tongs, because using good tongs is a great experience. The first pair I gave away to my brother, and no he buys them as a present for people.

Using still images and a simple voice-over narrative I wanted to show the dishes that my OXO tongs have helped me make, and the one hard test for any tongs. Photo credit to Monique Trottier for the tomato salad shots.

Problem Statement

Kitchen tongs seem like a generic kitchen-product category. But anyone with any chops in the kitchen and they'll quickly tell you how important tongs are. They are the cook's hands. OXO tongs are the best. Using true stories from real-world situations, cooking enthusiasts can break the generic perception of kitchen tongs to demonstrate the clearn advantages of OXO tongs.

Client

OXO

Product

12" kitchen chef's stainless steel tongs

Goals

To show the advantages of OXO tongs. To provide specific and tangible examples of how OXO tongs outperform competitors. To show how even at-home, amateur cooks can take advantage of the goodness of OXO tongs.

Audience

The ad is intended for cooking enthusiasts and home cooks with some experience but not professional-level chefs.

Client Context

The ad would be well-placed on a recipe website where cooks seek recipes and cooking tips, or on a website for food enthusiast community or where food enthusiasts gather, such as on the websites for Food Network / FoodTV cooking shows.

Promises

OXO tongs provide all the utility, strength, delicateness and performance of a third hand in the kitchen for an alluring price of about $12.

Proof

The ad shows how the tongs support cooking all sorts of great everyday dishes: pork tenderloin, burgers, a turkey. But their toughest test is delicate: the tomato. And not a single tomato is broken.

Character

Fun, goofy, useful, energetic and slightly jokey.

Extensions

The phrase 'better than a third hand in the kitchen' or various versions could be used widely to describe the utility and value of OXO tongs — across media types and ads.