Project Overview
Kenwood as a brand believes that food is one of life’s great adventures and that food preparation should not been seen as a task. Preparing food, in whatever form, is an integral part of everyday life and is often shared with family and friends.
Consumers associate the Kenwood brand with durability and a trusted machine that has been used by many generations. They have strong memories around their Grandmother’s Kenwood Chef.
Using this strong memory with the launch of a new generation Chef Sense Kitchen Machine, a series of four videos were created around food, family and friends – appealing to a wider audience and inspiring them to create more.
A newly created song by Wes Carr provided the soundtrack for the video content. The acoustic guitar and soft tone reflects the warmth of family life as well as the Kenwood brand. The song became the subject of radio and social media interest, and gained additional exposure for Kenwood. As a result of this interest Wes Carr released the full song as a single.
Project Commissioner
Project Creator
Team
Designed by: Focus Creative
Marketing Manager: Alix Russell
Production: South Sydney Media | 98
Director: Gemma Lee
Director of Photography: Jules O’Loughlin
Music Engineered and Recorded by: Tony Wall | 98
Casting and styling: South Sydney Media | 98
Music: Wes Carr
Project Brief
The brief was to create a series of digital videos and a TVC to inspire people to create more with Kenwood kitchen tools. The videos needed to showcase how the Kenwood Chef Sense Kitchen Machine can fit into a busy lifestyle and how the versatility of the product helps people prepare a wide variety of dishes.
The communication needed to appeal to everyone from busy families to a young couple, retirees and entertainers. It needed to have cut through in a saturated market of products, food and cooking shows.
Project Innovation/Need
Kenwood is a staple tool in the kitchen of many bakers, mothers and grandmothers across Australia (and around the world). It's the machine that gets handed down from generation to generation and is associated with happy childhood memories, learning how to bake.
To broaden the appeal to include a younger market, we needed to take a fresh approach and tell a story of how food connects friends and families. We wanted to align the product with style and warmth, and relate to real people and their lifestyles. In essence, we wanted to inspire younger generations to explore the possibilities of cooking.
Design Challenge
Preparing food can often feel like a task. The Kenwood Chef Sense provides the tools to create more with less effort. Easy to use attachments give consumers confidence and inspires them to create and share food.
The challenge was to create a series of videos that not only captured the versatility of Kenwood products but evoke warmth and emotions around family and friends sharing food. Four videos were created to directly target each demographic with the final video showing the entire family coming together for a shared Sunday Lunch.
Effectiveness
The 30 second Television Commercial (TVC) reached over three million direct viewers and ran across My Kitchen Rules, The Morning Show, The Block, Channel 7 news and Channel 9 news.
The four videos were pushed out through social and currently have on average 45,000 views on YouTube. Comments on social media reinforced that Kenwood was the tool of choice for many bakers through the generations; and were genuinely inspired to create, having watched the video content.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
More Details