Project Overview

Kenwood has a long heritage in kitchen mixers; most remember baking cakes with their mums or grandmas using their reliable Kenwood mixer. In recent years, Kenwood has seen strong competition in the Australian market; with competitors offering a new aesthetic, appealing to the design conscious consumer, however, with half the power and specs.

Kenwood needed to reconnect with its target market, and ensure that its products were considered in the path to purchase - to avoid being overlooked in preference for competitor brands.

An above the line campaign was developed, with the first video, distributed on Facebook reaching nearly 600,000 people with 1,000 reactions and nearly 20,000 click throughs to Kenwood's site in the first 6 weeks.

Project Commissioner

Kenwood Australia

Project Creator

Focus Creative

Project Brief

The project brief was to create a marketing strategy positioning Kenwood as the go-to kitchen machine and fight off strong competition from new entrants into the market.

Competitors had done a great job at creating desire for their product in the market, so much so, that consumers weren't even considering alternatives. We needed to develop a marketing campaign that would overcome those perceptions and help Kenwood gain greater share of voice. We identified the channels that our consumers were using to research machines, and ensured that the Kenwood Chef range was considered by consumers when making their purchasing decision.

Project Innovation/Need

We needed to shake up the kitchen machine market, grab attention and drive consumers into store or to the Kenwood website to find out more about our machines. This meant that we needed to drive a much larger, more cohesive online presence than we ever have before and lead the consumer through the purchase journey from online research to an in-store demo or visit.

As food, cooking and healthy eating are very emotive subjects and there is a huge amount of experts talking in this space we harnessed the support of key influencers to help us create credbility and cut through. We built their food stories into the campaign, to create a genuine connection with the end consumer, and let them talk to why they prefer a Kenwood Kitchen Machine.

The campaign started online with a clear campaign message 'Built to create. Made by you'. This talked to the strength of the machine, as well as the outcome that the machine enables, aknowledging that this is utlimately in the hands of the user; its their creation. This rolled out across key consideration points, online content, advertising, social, and instore promotions.

Design Challenge

All communications focussed on the outcomes that the products deliver, and how Kenwood helps consumers create more in the kitchen. When the consumer visited our site or in store, the story was built upon to outline the functional benefits of the Chef Sense range and prove that the machines are the best on the market.

To capture attention the campaign message was rolled out across all marketing collateral and was adapted to ensure it felt personal:
- Influencer videos showcased how different chefs used the machine to craft their dishes 'Built to Create. Made by Zoe (Bingley-Pullin)'.
- Mother's day promotions carried the tagline 'Built to create. Made by Mum.'
- An online product selector tool helps find their perfect Kenwood Chef by answering a series of questions. Recommended products are displayed with their personalised tagline of the consumer using the tool e.g. 'Built to create. Made by Tom'.

User Experience

The campaign is in its infancy, however, weekly sales of Kenwood kitchen machines are 25% higher than those of the previous year. The campaign has driven 18,273 clicks to the website so far, and the 60 sec pre-roll is performing better than industry benchmarks with a click through rate of 1.53%.