Kenwood

About the client

Since 1947, Kenwood have been designing and manufacturing kitchen appliances that both look stylish and make food preparation easy. The Kenwood Chef food mixer is its signature product, very popular and highly-regarded for decades. Now a new, completely reworked Chef had been created, and a launch campaign was required.

The challenge

The new Chef Titanium was the most powerful, highest quality Kenwood machine yet, offering greater functionality than ever and an ingenious new feature – the in-bowl light. Our campaign needed to encompass print, social media and film. Critically, it had to work in markets where the brand and product were less well known as established rivals – across countries with widely different food cultures.

What we did

The ‘Power to Inspire’ campaign championed the creative potential of the Titanium’s technical superiority. Emerging markets featured the product front and centre, whereas the work was more food-focused in established territories. In consultation with local teams across the world, we developed ten recipes that reflected differing tastes, from Pierogi to Baklava to Mille-Feuille. We also produced a campaign bible to ensure consistent implementation.

The team have built up a solid understanding of our business objectives and offer strategically sound solutions that challenge conventional thinking.

Jane Perry

Head of Global Marketing, Kenwood

Results

The launch was a huge success across the board, opening up five completely new markets and setting the benchmark for future Kenwood Chef communications. The campaign had fantastic uptake across all global markets – assets were translated into multiple languages, and new formats – such as TV idents – were created from the original work we produced.

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How we helped

Strategy. Creative direction. Photography. Campaign planning and asset development. Social media. Film and video. TV idents. Advertising