Kenwood is launching a global campaign under a new positioning ‘Anything is possible with a Kenwood’. Created by JWT London, the campaign marks the first time the kitchen appliance brand has unified its global advertising under one creative idea.
The integrated campaign will run in 15 markets across Europe, South Africa, the Middle East and North America.
In the UK, a print campaign will run in lifestyle and culinary magazines. The executions feature beautifully shot raw ingredients, from an egg to dark chocolate chunks to almonds, on a clean white background. Across each of the ingredients are the names of the aspirational dishes that are possible to make using a Kenwood Kitchen Machine. The ads carry the line ‘What do you see?’.
The campaign aims to appeal to the culinary imagination of cooks the world over by establishing an emotional connection with Kenwood. The new work is based on the product truth that Kenwood appliances are the most versatile on the market.
Eric de Castelbajac, Director of Global Trade Marketing at Kenwood commented: “JWT London showed us how we could harmonise our markets behind one global strategy; and unite the brand for our customers worldwide. Together, we have created a beautifully simple, intriguing and insightful idea that has the power to inspire creativity in the kitchen, using a Kenwood.
James Whitehead Executive Partner, JWT London said: “Kenwood is a great British brand that has made innovative, reliable appliances for decades. We saw it as the Rolls Royce of kitchen appliances and wanted work that reflected that. We have given the brand an emotional connection to cooks world over.”
Project name: What Do You See?
Client and Job Title: Eric de Castelbajac (Director of Global Trade Marketing)
Creative agency: JWT London
Executive Creative Director: Russell Ramsey
Creative Director: Jeremy Carr
Art Director: Giles Hepworth
Copywriter: Bill Hartley
Designer: Casa Hamid
Art Buyer: Sue Clifford
Planner (creative agency): Zahra Kiyani
Account Director: Alex Walker
Media agency: MediaCom
Media planner: Jess Chivers
Photographer/Illustrator: Kevin Summers
Production Company: Wyatt Clarke & Jones
Retouching: Chelsea Bloxsomeview more - Creative