Great Jones is a startup that makes Instagram-worthy cookware in fun colors that appeal to the millennial aesthetic. You've probably spotted its colorful Dutchess pot or Holy Sheet pan on the feeds of food influencers like Molly Baz and Molly Yeh, but Great Jones' founders set out to make cookware that's more approachable and affordable than legacy brands like All-Clad and Le Creuset.
In this article,we will analyze the advertising intelligence of Great Jones from Goodsfox, a global advertising data analytics platform for consumer brands,and learn how Great Jones stand out the cookware market.
According to Goodsfox, Great Jones ranked 829,135 in the store traffic in a month (from 2020-7-20 to 2024-1-07). This is a rather good rating for a startup brand that primarily sells cookware. It indicates that Great Jones cater to thepreference of millennials.
Sierra Tishgart, a James Beard award winner and former New York Magazine food writer and editor, and Maddy Moelis, a former product manager at Zola, started Great Jones back in 2018 because they recognized that twentysomethings fresh out of school and not exactly flush with cash don't have a lot of options when it comes to affordable cookware.
For millennials, who may or may not be as strapped as their parents were at their age, $400 dutch ovens are simply out of reach, and small direct-to-consumer startups that aim for that middle ground are often — and increasingly — the answer.
02 Great Jones’ Marketing Intelligence
Goodsfox shows that Great Jones has promoted 30 ads and 5 products in total in the same period. The advertising regions cover 47 nations, including United States，Vietnam，Laos，Canada and so on. This indicates Great Jones have a very huge customer base. The ads are mostly in the form of image and video, covering Facebook, Instagram, Messenger, and Meta Audience Network. The distribution of the ads across the media is fairly balanced. Each of them accounts for about 25%.
Brand Positioning: Fashion + Ritual
Great Jones' initial positioning is to "bring a sense of ritual to home cooking," with its brand mission being to "empower home cookware." The brand aims to create products that blend fashion and affordability, positioning itself as a stylish alternative to high-end kitchenware brands.
In reality, Great Jones' products are not inexpensive. For example, a set of one large and one small non-stick skillet is priced at $120, which is relatively lower compared to some prominent brands. Browsing the Great Jones website reveals that their product design is minimalist, predominantly featuring solid colors with bright and saturated hues, providing a visually pleasing experience. Additionally, Great Jones enhances the overall sense of fashion and luxury in its products by incorporating geometric designs and artistic patterns.
Product Category and Diversified Sales Channels
In terms of products, in addition to the initial stove-related utensils, Great Jones has also introduced diverse home cookware such as electric kettles, ceramic mugs, baking pans, and more. By continually expanding its range of household products, Great Jones aims to sustainably capture market attention and provide a fresh experience for younger consumers. Simultaneously, in terms of sales channels, Great Jones not only sells through its independent platform but has also diversified by entering new retail channels such as Nordstrom and Saks Fifth Avenue. For instance, Great Jones collaborated with the upscale department store Nordstrom to open its first retail store in the flagship location in New York City.
Leveraging Social Media to Cultivate Fan Engagement
As a niche direct-to-consumer (DTC) brand, the success of Great Jones is closely tied to its effective use of social media. In the initial stages, the brand experienced rapid growth, primarily due to the viral marketing of its Dutchess multi-colored Dutch oven on Instagram. Firstly, the founder, Moelis, the daughter of a real estate tycoon and a background in food and fashion media, coupled with the packaging of a female entrepreneur narrative, gave Great Jones a distinctive brand identity.
Secondly, by leveraging endorsements from renowned figures such as top American chef David Chang and inviting endorsements from editors of prestigious food magazine "Bon Appétit," the brand rapidly gained recognition in the kitchenware market.
Great Jones not only shares its products and culinary delights on social media by liking and reposting user-generated content, but its independent platform also features a "Recipes+" section. This section includes cooking tutorials shared by celebrities and recipes contributed by fans, complete with direct links to the kitchen tools needed for preparation.
Great Jones does not actually manufacture pots, bowls, or other kitchenware; rather, its products are sourced from contract factories in China and the United States. The brand then affixes its own labels, allowing it to reap substantial profits. Although some have raised concerns, questioning whether Great Jones prioritizes branding over product quality, it cannot be denied that the brand has managed to distinguish itself among a plethora of established kitchenware brands through outstanding marketing strategies.
If you want to learn more about Great Jones or other e-commerce brands, you can visit GoodsFox’s website and sign up for a free trial. You will get access to a wealth of data and information that will help you grow your online business.