Hollywood gives Le Creuset free advertising

In the USA the success of the film Julie & Julia has seen a dramatic increase in the sales of Le Creuset cast iron cookware. Le Creuset features extensively in the cookery sequences of the film that is based on the book Mastering the Art of French Cooking by Julia Child, written in 1961. The film tells the story of two woman, these are the Julie and Julia of the title. Meryl Streep plays the role of Julia Child, the author of Mastering the Art of French Cooking while Amy Andrews plays Julie Powell who attempts to cook all the 524 recipes that are contained in the book.

In the film both women when cooking use Le Creuset pots exclusively. This product placement has lead to a major increase in the sales of Le Creuset products in the US. The success of the film has also given the sales of both the book and French cookery classes a major lift.

Many retailers are already re-branding Le Creuset as the Julie & Julia cookware. Advertising from Le Creuset features pictures of the woman using their products in the film. Competitions offer people the opportunity to win tickets for the film or merchandise associated with the film along with the Le Creuset products that feature in the film.

Le Creuset, as a brand has always been one of our best sellers and we expect that this free advertising will make it even more popular. The film is scheduled to be released in the UK on the 11th of September. The products that feature in the film are from the new Le Creuset Stainless Steel range as well as the cerise casserole dish.