Sur La Table is launching its first national television advertising campaign while also expanding its coffee program, supported by in-store consumer education, to help consumers test and shop a wide selection of barista-quality at-home brewing appliances.
The television commercial declares Sur La Table is the place to go “for those who love to cook in the kitchen.” The ad targets women 25 and over with household incomes of $150,000 or more, the retailer reported. Set to a contemporary reimagining of Beethoven’s Fifth, the 30-second spot highlights joyfully messy kitchen moments and features chef-trusted products, according to Sur La Table.
“This moment is more than media – it’s momentum for Sur La Table,” said Elton Graham, Sur La Table chief marketing officer. “For more than five decades, Sur La Table inspired cooks with exceptional tools, immersive classes and meaningful experiences that make the kitchen the happiest room in the house. This campaign reflects both where we’ve come from and where we’re going next, inviting people to come hungry, create boldly and gather often.”
Developed in partnership with Marketing Architects, the Sur La Table campaign is powered by the agency’s proprietary AI platform, Annika, which uses real-time data to optimize placement and efficiency. Running nationally for 17 weeks across more than 150 networks — including Food Network, Magnolia, HGTV, Cooking Channel and Bravo — along with complementary streaming distribution, the effort is designed to reflect Sur La Table’s broader digital expansion, blending heritage storytelling with advanced targeting to connect with today’s consumer.
Shot in New York City. The spot features a range of products including a John Boos & Co. Reversible Walnut Cutting Board, All-Clad Stainless Steel Pot, a Sur La Table Italian Olivewood Spoon, All-Clad D3 Stainless Steel Sauté Pan, a Cuisinart 14-Cup Food Processor, a Hestan Roasting Pan, a Shun Kagerou 8-inch Knife, a Dotter Ceramic Mixing Bowl Set, a KitchenAid Artisan Stand Mixer and a Le Creuset Dutch Oven.
Meanwhile, the introduction of the Sur La Table Coffee Foundry reflects the company’s role as a total resource for coffee lovers, Sur La Table stated. The chain’s expansion within the consumer coffee market in the United States, projected by King Pin Market research to become an $8.85 billion industry by 2030, signifies Sur La Table’s intent to meet growing shopper expectations surrounding their at-home coffee capabilities. Sur La Table said it plans to help customers at any brewing skill level connect with equipment, expertise and inspiring content.
To kick off the expansion, Sur La Table has adapted its in-store coffee bars to combine new and existing offerings, including automatic and semi-automatic espresso machines from brands such as Diletta, Rocket Espresso, Lelit, Ascaso, Breville and Jura. The company will pair high-end grinders from elite brands, such as Baratza and Eureka, with a selection of premium accessories, including calibrated tampers and precision scales. In select stores, Sur La Table introduced freshly roasted coffee beans from Caffe Vita in September as a prelude to the java initiative, aiming to become a one-stop shop for customers’ coffee needs, the company stated. In July, Sur La Table debuted in-store coffee classes as part of a new Brew University program. The 45-minute Brew University class sessions, taught by Sur La Table store coffee experts, aim to show customers how to recreate café-quality beverages at home, the company noted.
“Sur La Table has more than 50 years of connecting with coffee drinkers in-store, partnering with experts and sharing joy for what matters most to home brewers,” said Jenn Mudge, merchandising director of coffee and electrics at Sur La Table. “The Coffee Foundry is the direct result of the input we hear from customers, combined with our ambition to deliver the tools, classes, and resources that coffee lovers are asking for, all in one trusted destination.”
