BENTON HARBOR, Mich.-KitchenAid has debuted a new marketing campaign and is “significantly increasing its marketing investment over last year,” said Cynthia Soledad, the brand’s senior marketing director.
The new campaign comes with the tagline,”There’s so much more to make,” and is geared toward consumers who are trying to expand their cooking skills. The campaign will use print and digital advertising, with ads slated to appear in Bon Appetit and Food & Wine magazines, advertorials and video content built around co-sponsored culinary events, including Feast Portland and the Classic in Aspen. KitchenAid is also sponsoring the second season of “Martha Stewart’s Cooking School” and the first season of “Martha Bakes,” both on PBS.
Coinciding with the campaign’s debut, KitchenAid will unveil a redesigned website, kitchenaid.com, which will reflect the look and feel of the campaign and incorporate new features. The latter will include a Culinary Inspiration section and landing pages for each appliance category. The new site will also merge with shopkitchenaid.com, the brand’s e-commerce site for small appliances.
Social media will also play a role in the campaign. KitchenAid will launch a new blog, KitchenAid Kitchenthusiast, a Facebook recipe tab and a series of challenges for its social-media community.