Kenwood launched its pizza oven through creators' £10 dinner challenges

Launch the My Pizzeria indoor pizza oven to a younger family audience, positioning it as both aspirational and a value-driven alternative to ordering in.

The campaign opened with an immersive creator event giving hands-on experience with the oven, then moved into an always-on social programme designed around seasonal and cultural moments, with content showing the product fitting naturally into everyday life.

The initial three-week run generated 2.8 million views, 1.8 million+ reach and more than 42,000 engagements across Instagram and TikTok, with the most successful pieces earning over 1,400 saves and shares.

Creator-led social agency TSA partnered with Kenwood to launch the My Pizzeria indoor pizza oven, aiming the campaign at a younger family audience and demonstrating, in TSA's words, 'the commercial power of creator-first marketing'.

The build paired family lifestyle creators with food-focused creators so the oven appeared inside real family routines. Content centred on culturally relevant, social-first ideas — 'Fakeaway vs. Takeaway' and the '£10 Dinner Challenge' — positioning the oven as both aspirational and a value-driven alternative to ordering in.

The launch began with an immersive creator event for hands-on product experience, then settled into an always-on programme timed to seasonal and cultural moments. The first three weeks delivered 2.8 million views, 1.8 million+ reach and 42,000+ engagements across Instagram and TikTok; Kenwood UK head of marketing Jo Chalder said the campaign 'exceeded expectations across awareness and engagement'.

The value frame — beating takeaway for under £10 — gave the oven a price story creators could dramatize, not just demonstrate.

Family-plus-food creator pairings put the product in kitchens that look like the audience's own, keeping the content native rather than advertorial.

The immersive launch event seeded authentic first-use reactions that the always-on programme could amplify.

Entertaining creator formats beat product demonstrations: saves and shares are the metric that shows a product actually entered people's lives.

As of the July 2026 write-up the initial three-week phase had closed with 2.8M views and 42,000+ engagements, with the always-on programme continuing around seasonal moments.