Relaunching a culinary icon
Since 1947, Kenwood has been famous for creating stylish kitchen machines that make food prep easy. But how could we make them relevant and exciting for today’s audiences with the launch of their reworked Kenwood Chef?
We looked into the product itself to uncover a compelling story. The new Chef Titanium was Kenwood’s most powerful mixer yet – and loaded with incredible features, including an in-bowl light. We saw that this kitchen machine could become a must-have for passionate cooks, even in countries with different food cultures less familiar with the Kenwood brand.
Our cross-platform Power to Inspire campaign highlighted the incredible creative potential of the Chef Titanium. Emerging markets featured the product front and centre, while the work was more food-focused in established territories. We also worked with international teams to develop ten recipes reflecting differing tastes, from Pierogi to Baklava to Mille-Feuille. All supported by a campaign bible.
The launch was a huge success, opening up five completely new markets and setting the benchmark for future Kenwood Chef communications. Assets were translated into multiple languages, and new formats, such as TV idents, were created from our original.
