Equal Parts offers non-toxic, ceramic non-stick cookware designed to bring joy and simplicity back to home cooking with beautiful, functional kitchen essentials.
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See all ads on AdLibrary →Equal Parts is a DTC cookware brand from Pattern Brands (founded by Ben Kaufman and Emmett Shine), launched in 2019. The brand bundles non-toxic cookware with 8 weeks of access to live cooking coaches via text message — addressing the cooking confidence gap for millennials who feel intimidated by cooking from scratch. Products are intentionally named simply ('big pan,' 'small pot'). Also searched as Equal.
Equal Parts' strategy sells confidence, not cookware. The coaching bundle is the ad hook — 'buy pans, get a personal cooking coach' is a differentiated offer that no other cookware brand can match at the same price point. Ads target millennials who want to cook more but feel stuck. See their creative at adlibrary.com.
On Meta platforms, Equal Parts runs conversational-tone creative focused on the coaching service rather than product specs. The text-message coaching interface has been shown in ad creative to demonstrate the service tangibly. The target audience is cooking-interested millennials who don't cook regularly due to lack of confidence.
Core copy: 'cookware + coaching,' simplified product names ('big pan' instead of sauté pan), '8 weeks of text access to a cooking coach,' and 'for people who want to cook more.' The brand removes intimidation at every touchpoint — naming, copy, and the service model all serve the same end.
Equal Parts demonstrates how bundling a service with a physical product can create a marketing story no competitor can replicate. The coaching offer is cheap to deliver but enormously valuable as a purchase justification and brand differentiator. For DTC brands: what service could you bundle that changes the conversation from 'why should I pay more?' to 'I can't get this anywhere else?'
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