Style Seekers want a brand that is design-led to impress their friends and peers. They want to make a statement with their home. We needed to position Grundig as a design brand with credibility and status - the white goods brand that single-mindedly champions great design.
Style is unique to the individual. We knew we had to speak to a discerning audience with a range of tastes in a way which brought to life the premium quality of Grundig white goods.
We partnered with News UK to create the Ultimate Kitchen series - with four leading influencers within the fields of interior design, food, sustainability and fashion exploring what makes their dream kitchen. The mix of talent featured each has their own angle that will be integral championing the range of Grundig appliances.
Our ambition was to prove that with Grundig, your dream kitchen can become a reality.
WHAT WE DID
Each influencer has had a bespoke feature in a DPS running in The Times magazine, talking through their chosen appliances, layout and design, as well as the future trends for kitchens that are appropriate for their particular field of influence. Within their pieces, they have championed a range of Grundig appliances to show the breadth of the products and benefits available.
For each feature, the influencers have worked with CGI experts to design their ‘dream kitchen’. They have worked to ‘create’ the room to match their distinct personalities and unique needs, showcasing how Grundig appliances can problem solve and enhance their specialism.
These features have been supported by 'making-of' videos, showing the piecing together of the influencers' dream kitchens from start to finish - ending with them standing in their creation on the final frame. They will recreate the excitement felt when viewers watch a home makeover show, from blank empty room to stunning reveal. These videos will engage their audience’s imagination, encouraging them to think about what their own dream kitchen would look like.
This campaign is currently live - see the work here.