Ironclad Pan Company

Amplifying social media through the power of print

Ironclad Pan Company needed to drive brand awareness while ensuring every media dollar spent showed results.

With a captivating campaign across Stuff's print brands, they achieved this and more, selling out of stock 11 days prior to their Christmas shut off.

6.5X return on ad spend

478% increase in website traffic


Ironclad Pan Company

Campaign Objective

Increase brand awareness and drive e-commerce conversion



Channels Used

Print- national and metropolitan newspaper

“The team at Stuff are super friendly and great to work with – we’re confident that their products will continue to deliver results for Ironclad for generations to come.”

Joe Carter (Co-founder, Ironclad Pan Company)


The Ironclad Pan Company was founded in early 2020 by three food-loving friends whose aim was to create a sustainable product manufactured here in Aotearoa that would last for generations to come. They became the only makers of New Zealand made cast iron cookware.

Being a relatively new and small company, part of the challenge was ensuring every media dollar spent showed results. They needed to tackle the full customer journey – from increasing brand awareness, to communicating their distinctive brand, to delivering e-commerce conversion, all in a fragmented media landscape and a competitive category.


To amplify their social media campaigns, Ironclad partnered with Stuff on four print placements across two days in the Waikato Times, Sunday Star Times, The Dominion Post and The Press. Ironclad considered print to be a trusted channel that complemented their premium brand.


Across the two days print placements were live, Ironclad saw a 478% increase in website traffic and nearly seven times the return on ad spend.

The brand awareness raised through Stuff’s print channels supported their Christmas sales and helped them sell out of stock 11 days before their planned Christmas shut off.

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