KitchenAid has created a global social media campaign that encourages home cooking skills and creativity. The brand acknowledges that, during lockdown, the rise in home cooking has contributed to an increase in sales of ingredients and food preparation appliances.
Sharing of food news on social media has amplified significantly over the last few months with consumers demonstrating how they use their KitchenAid Stand Mixers to make – among many other things – bread, homemade pasta, pastry and biscuits.
Hence KitchenAid has developed #MakeItTogether, described as ‘a global, social-first campaign established to meet and give consumers of all ages the tools they need to discover the joy, simplicity and comfort of cooking’. The brand acknowledges that home cooking can boost creativity, lower stress, be rewarding, and help people to be healthy and take care of themselves, and their loved ones.
#MakeItTogether also recognises that ‘even seasoned Makers have kitchen skills they would love to sharpen and dishes they would love to improve, but don’t always have the time’. Through user-generated content and influencer engagement, KitchenAid’s campaign is inviting consumers to stay connected with a variety of cooking challenges, recipes, ideas, inspiration and motivation. The campaign uses Instagram to engage with the cooking community through stories, gifs, games, stickers and recipes for some of the most talked about cooking trends from whipped coffee to homemade pasta.
Simon Langley, marketing manager for KitchenAid UK and Ireland comments: “There’s this wonderful tangibility with making food – it lets you work out emotions and care for yourself, and others. KitchenAid created the #MakeItTogether campaign to inspire creativity in the kitchen and bring people together around the joy and comfort of making food. The campaign is true to the brand ethos and is informed by insights from what people are searching, saying and posting on social media.”
Created by Digitas, the campaign involves celebrity and influencer partnerships, and leverages real time data and insights from top Google and Pinterest searches to help inform the content people are craving most.
Further initiatives from KitchenAid to meet increased consumer demand includes new colour additions to the iconic Artisan Stand Mixer while highlighting the range of optional attachments for slicing, dicing, spiralizing and making fresh pasta.
Top: KitchenAid illustrates the #MakeItTogether campaign with a variety of creative executions including: When life gives you lemons, make lemon bars or lemon chicken’, reinforcing the message that KitchenAid fuels passion in the kitchen and sparked inspiration for makers everywhere.