Kenwood Chef Titanium: Power to Inspire
The new CHEF Titanium was set to re-affirm Kenwood as the only brand for multi-purpose, multi-functioning kitchen machines that adapt with the consumer. The brand had recently undergone an extensive global consumer segmentation study to clarify their target market and were keen to see the results being implemented across new media campaigns.
The results of the segmentation showed us that the campaign needed to be split into two routes; one designed for the emerging markets, (for those countries where either Kenwood as a brand wasn’t well known, or where stand mixers and kitchen machines are not common place products), and one for the established markets – where consumers were familiar with both the brand and the products.
We were briefed to create a global media campaign, which celebrated and communicated the launch of the CHEF Titanium, which remained consistent whilst being easily adaptable for both markets. The campaign was to focus specifically on the innovative product developments including a new in-bowl light.
What We Did
We started in research; evolving product and consumer stories and testing them amongst segmented target consumer audiences. This impacted the creative development on a massive scale. Drawing on our strategic branding expertise, we used the results to come up with the strap-line; “Power to Inspire”.
We used a lifestyle photography shoot to show what the product could do and how it could fit into the consumer’s home, and worked closely with a leading food stylist to showcase beautiful recipes from across the globe. We knew that where the brand was less well known, the products needed to be at the forefront of the ads, whilst for the more established markets, we needed to inspire consumers and feature striking food imagery more prominently whilst showing the product in a more ‘supportive’ role.
We developed a collection of creative assets including digital ads, print, advertorials and social media assets all supported with a proposed social media strategy; as well as a campaign bible which supported the consistent global implementation of the campaign by individual markets.
Alongside the shoot, we also produced fast paced recipe films designed for use on social media and cinemagraphs which were a first for Kenwood as a brand, and were designed to showcase new ideas for inspiring and engaging content across the global markets.