KitchenAid: Made for Makers

KitchenAid, a brand of kitchen appliances, promoted its brand in the US by launching Made for Makers, a campaign that used personalised content to reach out to food makers.

Summary

Famous for the iconic stand mixer, KitchenAid needed to create awareness for the rest of its total “fridge to frying pan” portfolio and imbue the whole brand with more meaning.

With a deep understanding of different passions for cooking - gleaned from various innovative qual and quant research techniques - we’re now building associations for the brand around the emotional rewards of making, rather than merely the task of mixing.

“Eat-nographies” and interviews, diving into the maker mindset, revealed an illuminating human truth: For those who love to cook, food feeds their body, but making feeds their soul.

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