Alexander Herrmann x Fissler
Brand seeking an ambassador
It all began with Fissler’s search for the right brand ambassador for the premium cookware line Original-Profi Collection©, paired with Alexander Herrmann’s ambition to strengthen his Human Brand authentically in the premium product segment. Since 2021, Alexander Herrmann and Fissler have joined forces—a collaboration that has grown into a close and trusting partnership between the chef and the cookware manufacturer.
A strong brand fit
From the very first conversations and brainstorming sessions, it was clear: this was a perfect match. Both share the same values—passion, trust, and premium quality Made in Germany.
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More Information"For what matters"
This became the campaign motto of their partnership. In October 2021, Alexander Herrmann was named Fissler’s brand ambassador, initially presenting pots from the premium line.
An authentic brand fit for Herrmann:
"When cooking, the best ingredients deserve the best cookware. And that’s exactly what Fissler delivers. That’s why I’m truly delighted to serve as a brand ambassador for Fissler."
A win-win for partner and Human Brand
With Alexander Herrmann, Fissler launched the first global cross-media campaign in the company’s history—reaching markets including Southeast Asia and spanning 30-second TV spots, OOH posters, social media activations, and POS measures.
Sundance acted as strategic advisor and interface between ambassador and brand, facilitating workshops and creative meetings, coordinating and producing campaign shoots, and overseeing concept approval through to final release.
To amplify visibility and reinforce their shared appreciation of the craft of cooking, synergies were created with DK Verlag, where Herrmann publishes his cookbooks. Together with Fissler, they developed a special booklet featuring exclusive recipes.
International rollout
In 2023, Alexander Herrmann served as a judge at Fissler’s Global Cooking Challenge in Munich. The winning team from Asia later visited him at his home base in Wirsberg, Bavaria. The collaboration’s international presence continued to grow, with campaign posters appearing in markets such as Korea and China.
To be continued
Later that same year, Alexander Herrmann visited the Fissler factory in Idar-Oberstein. The shared goal was clear: another milestone in the partnership. First product concepts entered development—and in 2025, the collaboration will launch “Fissler Primecut Collection” by Alexander Herrmann, the first dedicated knife line created together.