De Buyer has been crafting cookware in France since 1830, but competing in the U.S. digital market required more than a strong reputation. They needed to rank for high-intent keywords like “carbon steel pans” while also running paid campaigns that cut through the noise during the most competitive shopping periods of the year. Twiz partnered with them to create a strategy that combined search visibility with revenue-driving ads. The result was stronger rankings, more clicks, and some of the most successful Black Friday sales in the brand’s history.
De Buyer’s carbon steel pans have earned a cult following among chefs, foodies, and anyone serious about cooking. But when it came to the U.S. digital market, they were too often buried beneath competitors in search results. Shoppers searching for “carbon steel pans” weren’t finding De Buyer at all. Their ads weren’t converting the way they should have, and during critical shopping moments like Black Friday, their campaigns weren’t standing out in the crowded cookware category. They had the brand and the product — they just needed the digital strategy to go with it.
We started with SEO, digging into high-value cookware keywords and optimising De Buyer’s site so they could finally rank where they deserved to — right at the top for searches like “carbon steel pans.” At the same time, we re-engineered their paid campaigns across Google and Meta, targeting intent-driven shoppers with creative that cut through the noise and nudged them straight to checkout. But traffic alone doesn’t pay the bills, so we brought CRO into the mix, streamlining their website experience to make buying effortless. Fewer drop-offs, more carts completed, and way more sales. The finishing touch? Black Friday campaigns that smashed records and proved just how powerful the right mix of SEO, ads, and CRO can be when it all clicks together.
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