For everyone, Thermomix®

At a time of year when people tend to cook more at home for family and friends, Thermomix® sought to position itself as the solution “for everyone” to the challenge of devising and preparing recipes for the Christmas holidays.

At Serviceplan Spain, we had the opportunity to accompany the most internationally recognized food processor in the launch of its first television commercial in Spain.

The main objective was to raise awareness of the benefits and technology of Thermomix®, positioning it as the perfect product for making recipes easier during the Christmas period, achieving the ideal results for every occasion.

In addition, we wanted to convey the benefits and features to a very wide audience: those responsible for preparing special meals during the holidays, in order to break with the idea that Thermomix® is only for home cooks, people with a lot of free time, or those who don't know how to cook. Anyone can “nail” the recipes this Christmas, because Thermomix® is for everyone, and that's what we had to convey in this campaign.

How could we make a name for ourselves during such a busy period as Christmas? And more importantly, how could we highlight a product that is so well known, but with features that are perhaps not so well known?

It is clear that, for many, cooking at this time of year is a challenge, and can even cause stress in the relentless search for the best recipes to surprise guests. On the other hand, at every family Christmas dinner, we always encounter different personalities and situations that we can all relate to: the young teenager who experiences Christmas in their own way, the couple who are lovey-dovey throughout the dinner...  

That's where we found a creative way to showcase the capabilities of Thermomix®, showing different moods and characters that we associate with different cooking modes. There are undoubtedly many ways to experience Christmas, and Thermomix® has ideas, functions, and modes to suit all kinds of people and situations.

This campaign has been launched in Spain and, for the first time for Thermomix®, on television with three commercials (each focusing on a personality VS product functionality), outdoor media, and digital media, with adaptations of the commercials and five graphics.

With a humorous, friendly, and warm tone, “For everyone, Thermomix®” manages to connect with the public and with everyday situations typical of the Christmas season, focusing on the benefits of Thermomix®.