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Creuset Set
Le Creuset in the movies
It is unlikely that the credits for the film Julie & Julia will list the main performers as Meryl Streep, Amy Andrews and Le Creuset. The listing on IMDb does not contain any reference to Le Creuset, the cast iron cookware produced in northern France. To be fair it does not even have a speaking part in the movie. When you see the film it will quickly become apparent the starring role that this range of cookware enjoys in the film. In the cooking sequences in the movie you will notice that both actresses exclusively use Le Creuset pans. This has not gone unnoticed by film goers, the sales of Le Creuset have rocketed since the release of the film. It has turned out to be a highly successful piece of product placement by the French cookware company.
The film tells the story of two women, the first is one of the authors of the cookbook ‘Mastering the Art of French Cooking’, the second is someone who has set out to cook all of the 542 recipes within the book. The film has numerous scenes of both women cooking and always with products from the Le Creuset cookware range.
The ‘Mastering the Art of French Cooking’ was a two volume French Cookbook written by Julia Child, Simone Beck and Louisette Bertholle. The first volume was originally published in 1961 with the second volume following in 1970. It is credited with being largely responsible for launching Julia Child’s career as one of the first television chefs.
The film has definitely helped to inspire a resurgence of interest in French cooking. Since the release of the film cookery schools specialising in French cooking have reported a dramatic increase in both interest and the number of people signing up for French cookery courses. Cookery schools are now reporting that they have waiting lists for French cookery classes. There has also been a significant increase in the sales of French cookbooks. The book itself has re-entered the best seller list.
Le Creuset’s own marketing department have been quick to capitalise on the usage of their products within the film. The links between the film and their products has become the central theme of their recent advertising campaigns. Retailers who stock Le Creuset are also making use of the products relationship with the film in their promotions for the brand. Competitions for the film often offer sets of Le Creuset pans together with other film related prizes. It has been reported that fans of the film have been organising Julie & Julia themed parties where the host and their guests spend the night cooking recipes taken from the book.
Since the release of the film retailers have reported an increase in sales of le Creuset products, shoppers often refer to it as the brand from the film Julie & Julia. It has turned out to be a successful and intelligent piece of product placement. I would imagine that those responsible for the idea have been surprised by just how successful it has turned out.
The film is due to be released in the UK on the 11th of September. It will be interesting to see if it will lead to an increase in the interest in French cooking in the when it does. French cooking is already extremely influential in the UK, this is in part due to the physical closeness of the two countries geographically speaking. Le Creuset is already an exceedingly popular brand in the UK, if the success the film enjoyed in the US is replicated in the UK it may help sell extra units helping to further cement the existing popularity that the brand enjoys. In case you are obsessive about the film or just interested I have included links to the Le Creuset Stainless Steel range and the cerise casserole dish, these are the products that are featured in the film. It is safe to say that Le Creuset will not be nominated for the best actor Oscar as a result of its performance in this movie, in many ways though the advertising that the brand has received from this film has made it the real winner to emerge from the film.
About the Author
I live and work in Edinburgh, Scotland.
Which is HEALTHIER? Cast iron or stainless steel cookware?
After a history of tumors and cancers in my sisters and mother's bodies, I'm taking a close look of what my daughter and I eat. With that in mind, I also need to make a decision at which cookware might be healthier to use. I'm no expert, but and I'm trying to decide between a Le Creuset's cast iron set or a 9-ply Stainles steel cookware set. Any Herbal or natural health experts out there?
Just want to commend you for making new changes for a healthier lifestyle!
Sainless steel is made mostly of iron, chromium and nickel. The chromium and nickel could be a problem as both are known carcinogens. Nickel is poisonous in large quantities and can be the cause of allergies such as asthma. These gases can be emitted and the metals leached into our food, especially if any abrasive methods are used to clean the pans and this scratches the surface of them.
Then of course there are aluminum pans. I would recommend staying far away from those as well. There is much information available as to the connections between aluminum and Alzheimer’s.
So far, there are no dangers associated with cooking on cast iron that I've come across in my research.
Aside from these safety concerns, what are some other good reasons to choose cast iron?
1. Cast iron is the perfect conductor of heat! It heats evenly, leaving no hot spots and it heats consistently. Meaning that once your pan reaches its’ proper temperature the whole pan, including the handle, will stay at that temperature.
2. The pans are inexpensive. Once you buy one you will never need another one, unlike Teflon that has to be replaced periodically.
3. You can buy them one pan at a time. You don’t need to invest in a big expensive set of pans or go to any home parties for the perfect pan!
4. They will last a lifetime! I have read of people using their mothers and grandmothers cast iron pans. Some are over 50 and 60 years old!
5. They are multi-purpose you can use them to cook on the stove top or bake in the oven.
Once you buy your new cast iron pan you will need to ‘season’ it. A properly seasoned pan will be just as good a non-stick surface as any commercial Teflon coated pan. Ironically that is one of the complaints that some people have about cast iron. They say their food sticks to it. If your food is sticking to your cast iron pan you have not seasoned it properly.
How do you season a cast iron pan?
1. Coat the pan with either shortening, lard or bacon grease. I have even used coconut oil as I don’t have any shortening in my house!
2. Then, set the pan on the stove top so the grease can melt. Spread the grease around coating the pan well. Use a napkin or paper towel to wipe out any excess oil.
3. Place the pan in a 300 degree oven and let bake for 2 hours.
4. Let the pan cool completely and put it away!
There are few things that you should be aware of that you do not ever want to do with a cast iron pan.
1. Never soak your pan! That is bad news. Cast iron will rust
2. Never wash your pan with detergents or soap. Detergents are surfactants. Surfactants break the tension on the surface of whatever item they come in contact with, be it laundry or dishes, to remove grease and dirt. This property will break and remove the seasoning.
3. Do not cook acidic foods such as tomatoes in cast iron. The acidic foods will remove the seasoning and leave a metallic taste to the food. However if you do use your pan for these types of food, remember to re-season it after use.
4. Do not boil food in your cast iron pans. Boiling can cause the seasoning to break down and once again cast iron rusts!!
How to daily care for your cast iron pans:
1. As stated above, after you use your pan the most important thing to remember is not wash it with soap! Soap will break the seasoning bond.
2. To clean your pan it is best to do it when it is still hot and you can scrape any food particles off easier.
3. If food has stuck to it you put a little water in the pan and boil it to loosen the foods up, dump the water out and wipe clean with a cloth or napkin.
4. Set it back on a warm burner to heat up and dry well. You don’t want any moisture left on the pan, which will cause rust.
5. Wipe a small amount of grease around on the hot pan and then wipe off the excess before cooling it and putting it away.
6. You can re-season it as stated above if food is sticking to it. Which brings me to another point.. if food is sticking to your cast iron pan, it is not seasoned properly. Just season it again. And remember, cast iron pans get better and better with use.
If you decide to purchase cast iron pans in the future I am certain you will not be sorry! They are wonderful pans. The more I use mine the more I love them. I have heard this same sentiment countless times from women who have been using them for years. Cast iron cookware will be a healthy and wise investment for you and your family.
Le Creuset of America Inc. on Housewares TV @ 2011 International Home + Housewares Show