If you’ve opened TikTok lately, you’ve probably seen it, the Le Creuset Mystery Box unboxings. People are filming themselves tearing into sealed boxes of colourful cookware like it’s Christmas morning. Screams, squeals, gasps over the colour they wanted or a pot they had been eyeing and somewhere, a logistics manager is quietly smiling.

Because this isn’t just a marketing stunt, it’s a supply-chain strategy wrapped in enamel and hype.