Home appliances brand Sunbeam has released ‘Cooking Is Competitive’, a humourous campaign in the lead up to the entertaining season that uncovers the spirited nature of friends who try to impress each other with their cooking prowess.

Created by independent Sydney advertising agency The Works, the campaign will run across outdoor, in-store POS, online and on social media..

Kevin Macmillan, Founder and Creative Partner of The Works says: “Despite how it appears on the surface, there is an underlying competitive side to cooking which extends to appliances too. We are now surrounded by cooking shows, ebooks and information and the appetite to improve our cooking skills is increasing. And it ramps up through the holiday season when people are entertaining. I love the honesty of exploring the truth behind why people are presenting amazing dishes. Is it because they want to nurture their family and friends or is it because they are showing off?”

Whilst Sunbeam’s ‘Cooking Is Competitive’ campaign features outdoor and other paid media, the secret to its success is the content. Having just launched through social media, the expectations are high for the content to bring awareness to the Sunbeam brand and product range. Behind the scenes, The Works and Sunbeam are also working on NPD and creating unique products to highlight what guests and hosts are really thinking.

“After our ‘Real Men Cook’ campaign, this is another example of our ambition to disrupt the category and get noticed,” Macmillan said, adding that the campaign is already influencing the trade too: “The fact that David Jones have given us a Christmas window is real proof that we are onto something”.

The outdoor posters will run nationally across AdShel sites starting November 16th 2014.