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Keeping impact despitte shifting plans
Challenge
In the traditionally strongest pre-Christmas period, Kenwood faced the sudden cancellation of its planned TV campaign just weeks before launch.
The challenge was to introduce the new Titanium Chef Baker to a wide audience without losing visibility during the peak selling season. We needed a solution that could match TV reach and impact while engaging the brand’s target audience of home baking enthusiasts. Quite challenging, right?!
Turning a last-minute setback into a creative opportunity
Solution
To replace the canceled TV campaign, we implemented an integrated, online-led strategy centered on the right influencer partnership. We selected Markéta Pavleje, a highly respected Czech food & cooking influencer and author of Kitchenette.cz, whose audience closely aligns with Kenwood’s core consumers. Together, we created original content including six video recipes on Seznam Stream, five editorial articles on Proženy.cz, and additional features in print titles such as Apetit, F.O.O.D, Dieta, and Maminka. Cross-media touchpoints, from IG stories and posts to blog content, amplified reach and reinforced the premium perception of the Kenwood brand. QR codes and interactive formats linked readers and viewers directly to product pages and recipe videos, ensuring measurable engagement and a seamless path from content to brand experience.
Key Facts
“We are pleased that once again this year our integrated strategy has proven to be the right approach, and we believe that through new communication channels and their optimal integration, we succeeded in reaching both new customers as well as existing Kenwood clients, who welcomed additional inspiration on how to simplify meal preparation.”
Brand Manager Kenwood
