The spray your air fryer
has been thirsting for.
PAM turns convenience into craveable eats.
For generations, PAM has been the quiet MVP of the kitchen – trusted for its ability to deliver even coverage, reliable release, and that perfectly golden finish home cooks love. It’s the go-to for making meals simpler, cleaner, and consistently delicious, whether you’re searing, roasting, or baking. But as home cooking evolves and new tools take over countertops, PAM was ready to bring its signature ease into the next era of crispy, foolproof results.
Challenge
Air fryers are booming, but most people don’t know PAM Air Fryer Spray exists, and many assume cooking sprays shouldn’t go into an air fryer at all. With a new product designed specifically for high heat, even coverage, and crispier results, PAM needed to break myths, break through attention barriers, and convince cooks that this spray wasn’t just safe – it made their food noticeably better.
Insight
People buy air fryers because they want the magic combo: crispy, golden, “fried-but-not-fried” food with less oil and less effort. But they’re cautious – they don’t want to ruin their appliance or their meal. Reassurance alone wouldn’t cut it. To change behaviour, we needed to show a relationship that felt obvious and meant to be.
Idea
We brought the heat – literally. We created a steamy, tongue-in-cheek campaign where PAM Air Fryer Spray and the air fryer were portrayed as a match made in the kitchen. A hot-and-steamy friendship (with undeniable chemistry) became the gateway to crispier, juicier, and perfectly golden results.
