PAM cooking spray has a storied history of being the non-stick spray. While that feature was revolutionary when PAM first launched, that message alone no longer resonated with consumers. We decided to shift the focus to empowering people to cook and be more fearlessness in the kitchen. To create this shift, we worked with the most assured of all the celebrity chefs — Swedish Chef. Because if a blind, incomprehensible Muppet who's frenetic in the kitchen can conquer the kitchen, anyone can.
Mini films were also created to tease the arrival of Chef.