London, United Kingdom — Kitchenware brand Cole & Mason has launched a new campaign titled “The Art of Seasoning”, partnering with award-winning chef and food writer Tom Hunt to create a social-first video series aimed at home cooks.
The series positions seasoning not just as an accessory to cooking, but as a central act of flavour crafting. According to the announcement, 73% of UK adults now cook from scratch at least once a week, with 46% of Gen Z doing so even more frequently, data which the brand uses to justify the focus on seasoning. Cole & Mason Hunt’s approach emphasises sustainability, ingredient consciousness and skillful flavour layering, using simple tools and seasonings to elevate everyday dishes.
For South African food-service, retail and culinary businesses, the campaign offers relevant insights: home-cooking is on the rise globally, and seasoning, texture and experience are becoming more important differentiators. Local brands may consider how to showcase seasoning as a purposeful act, linking tools and ingredients with wellness, sustainability and creativity, trends that resonate with younger, experience-driven consumers.
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