In a sizzling new partnership, Instant Pot Brands has named Cramer-Krasselt (C-K) its U.S. creative and media agency of record, following a competitive review. The collaboration marks a major step in the kitchen appliance brand’s ongoing reinvention aimed at engaging a new generation of home cooks.
Known for its iconic electric pressure cookers and multifunctional kitchen products, Instant Pot is leaning into a fresh brand direction. With a new positioning in place, the brand turned to C-K to drive integrated strategy, media planning, and creative execution for an upcoming product launch set to debut in Q2.
“Instant Pot Brands is thrilled to partner with Cramer-Krasselt on an exciting brand revitalization,” said Zsuzsanna Leber, EVP of Marketing, eCommerce, and Consumer Care at Instant Pot. “We sought a partner who could bring our vision to life and connect with modern consumers in bold, engaging ways.”
Based in Chicago, C-K brings a fully integrated, insights-led approach to the table. The independent agency is known for blending creativity with performance, helping brands like Tropicana, Porsche, Alzheimer’s Association, and Belle Tire deepen connections and drive measurable growth.
“Our goal is always to build brand loyalty and spark meaningful consumer relationships,” said Karen Seamen, President and COO at C-K. “Instant Pot is a beloved brand with massive potential, and we’re excited to help usher in its next chapter with a bold new strategy.”
The partnership’s first campaign will roll out later this spring. Stay tuned as Instant Pot heats up the market once again—with a little help from one of Chicago’s top creative shops.
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