Unleashing culinary potential
We want to elevate eating experiences by giving aspiring chefs the inspiration to get creative in their kitchens. That’s why we’re passionate about telling Thermador’s story of endless innovation and helping Canadians turn their dream kitchens into a reality.
Advertising
Video Content
Chef Hunter's bison ribeye
Chef Boehmer's butter poached sea scallops
Chef Chen's delicate handmade gnocci and stuffed quail
Chef Herrera's mean paella
Case Study: Thermador's "For the Love of Kitchen" Campaign
Background
Thermador, a luxury kitchen appliance brand, stands as a beacon of innovation, design, quality, and high performance. While its name might not resonate as loudly as competitors like Sub-Zero, Wolf, and Miele, Thermador has carved a niche for itself. It's not just another brand for those who want to flaunt their kitchen aesthetics; it's for the passionate home cooks who revel in the art of cooking and cherish sharing their culinary masterpieces.
Insight
In a world where many choose kitchen appliances as status symbols, there exists a discerning group who seek more than just a brand name. They crave authenticity, performance, and a design that complements their culinary prowess. For these genuine cooking enthusiasts, it's not about the brand of the appliance, but the extraordinary meals and memories they can craft with it. Thermador isn't just an appliance; it's a partner in every culinary journey, enhancing every dish with its ruggedly elegant design and unmatched performance.
Campaign Overview
"For the Love of Kitchen" was born from this insight. The advertising campaign focussed on beautifully prepared dishes while the content spotlighted some of the nation's most renowned chefs, sharing their favorite recipes. But instead of a typical cooking show format, the narrative was different. The spotlight was also on the tantalizing allure of the dishes, the meticulous craftsmanship of the chef, and the joy of sharing. Thermador appliances played a subtle yet significant role, acting as the unsung hero behind each culinary masterpiece.
Creative Execution
The campaign's creative strategy was clear: celebrate the food, honor the chef, and let Thermador's excellence shine through organically. Instead of a hard sell, the appliances were seamlessly integrated into each chef's story, highlighting their features as essential tools that elevate the cooking experience. The visuals were mouth-watering, the narratives authentic, and the presence of Thermador undeniable yet unobtrusive.
Impact
"For the Love of Kitchen" did more than just showcase Thermador appliances; it shifted perceptions. Customers who once only considered brands like Sub-Zero, Miele, and Wolf began to see Thermador in a new light. The campaign generated an unprecedented surge in interest and consideration for Thermador, proving that with the right insight and creative execution, even established perceptions can be reshaped.