Well&Truly | Kenwood Titanium
16005
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Kenwood Titanium

The new CHEF Titanium was set to re-affirm Kenwood as the leading brand for premium, multi-function kitchen machines. Extensive global research had identified clear segmentation between emerging and established markets and this needed to be factored into a new creative media campaign.

 

We were briefed to create a campaign to both communicate and promote the launch of the CHEF Titanium; specifically focussing on innovative new product features such as the in-bowl light. Clear and consistent creative direction and tone of voice was paramount.

We started in research; evolving product and consumer stories and testing them amongst segmented target consumer audiences – this impacted the creative development significantly. In emerging markets, the product had to be front and centre of any marketing material, whilst in established markets the features of the product could be demonstrated more by showing delicious end results.

We developed the ‘Power to Inspire’ campaign which drew upon the Titanium’s superlative technical specifications and the creative cullinary potential they could unleash. This was brought to life across a range of marketing collateral including digital ads, print ads and advertorials and recipe videos, underpinned by a strong social media strategy. We also produced a clear and concise campaign bible to ensure implementation was consistent across global markets.

Well and Truly’s collaborative approach is like having an extended team. Laura has built up a solid understanding of our business objectives and offers strategically sound solutions that challenges conventional thinking. The proposition development they delivered for our mixer category was an invaluable contribution to a vital project. They are flexible, 100% reliable and a pleasure to work with.

Jane Perry

Global Marketing Director