| Title | Kitchenaid's Pith By Mini |
| Agency | Adhesive Pr |
| Campaign | Kitchenaid's Pith By Mini |
| Advertiser | Whirlpool |
| Brand | KitchenAid |
| Date of First Broadcast/Publication | 2016 / 10 |
| Business Sector | Small Appliances & Home Accessories |
| Story | KitchenAid launched a pop-up restaurant with a twist! Sydney and Auckland’s smallest apartments were converted into restaurants - 27sqm the size of 2 car spaces side-by-side! Pop-culture phenomenon and ‘everyday chef’, Jonah Reider curated the experience. Jonah amassed global fame in 2016 when he converted his Columbia University dorm room into a trendy NYC restaurant, quickly securing a waitlist of over 4,000 people. His restaurant ‘Pith’, collaborated with KitchenAid to create “Pith By Mini”. With a bespoke five-course menu and only 6 guests per sitting, a table reservation was hotly contested and the restaurant became our idea's central asset: • Media launch • Blogger engagement • Product demonstrations • Consumer activations • Content creation |
| Philosophy | Touchpoints for maximum reach over two-months: • APARTMENT: using Sydney’s smallest apartment created an additional hook. Architect owner Brad Swartz became a spokesperson for real-estate press • JONAH PARTNERSHIP: an aspirational yet down-to-earth ‘everyday chef’ whose tone and #lit language resonated with our #dank millennials • RECIPES: entire menu (including cocktails) was created with the Mini’s attachments, demonstrating equipment’s versatility. Local ingredient inclusion like kangaroo reflected artisan nature of cooking • INFLUENCERS: fifteen influencers (not paid) trialled the product and shared ‘Mini Moments’ • CONTENT: ‘how to’ recipe videos used for earned media pitching and owned channels, provided a deeper brand engagement. Plus, ‘Tips for Entertaining in Small Spaces’ was used in real estate media, extending brand reach • EVENTS: selling tickets provided a media call-to-action and seats sold-out in ten minutes (waitlist maxed out at 500) • NEW ZEALAND: Sydney insights and approved assets allowed for seamless Auckland activation |
| Problem | KitchenAid had never before targeted millennials, providing both an opportunity and a challenge. For this demographic, the brand was relatively unknown and the product (Artisan Mini Mixer) was unfamiliar and expensive. We had to start a meaningful conversation to build trust and enable KitchenAid to earn a prime position on their kitchen countertops. Our solution? A brave idea that struck at both their hearts and minds. We tapped into the Zeitgeist, identifying a consumer insight that resonated deeply. Once we had their attention, our pop-culture ‘ambassador’ challenged perceptions and inspired different behaviour, helping us to make a big, bold statement! |
| Result | MEDIA OUTPUT 1) REACH: 29+ MILLION AUSTRALIANS o 4 major broadcast: The Project (national TV), national youth radio Triple J (1.89 million listeners) and Kiwi broadcast titles - Stuff.co.nz & TVNZ o Secured media verticals outside ‘news’ and ‘food’, such as Real Estate sections. o Secured a front-page piece on News.com.au reaching over 6 million Aussies with video - ‘How to Entertain in A Small Space’ o National news sites reached 7.9+ million unique users 2) 58 EDITORIAL STORIES - 85% BRANDING INCLUSION o Jonah’s tone and language spoke to millennials: “I’m making a bunch of dank stuff using KitchenAid’s new Artisan Mini Mixer – it’s mad small but is super versatile in making foams, sauces, juices and doughs etc.” 3) 700K+ INFLUENCER REACH WITHOUT SPEND o 14 products loaned out for product trials o Fifty plus ‘Mini Moments’ were shared on owned channels 4) KITCHENAID BEGAN NEW RELATIONSHIPS: o Appeared in key millennial titles for the first time: Broadsheet, The AU Review, Huffington Post and PedestrianTV o Sustained momentum with ‘new product’ and Christmas gift guide placement, securing 5.5+ million reach in key titles: Vogue, Australian Women’s Weekly and New Idea BUSINESS OUTCOME The ‘Pith by Mini’ campaign in conjunction with other communications efforts drove unprecedented brand awareness, delivering a halo effect across the entire KitchenAid brand during important Christmas period GFK sales data showed: Value sales increased from $6.5 million (2015) to $9.4M (2016) = +45% growth |
| Media Type | Ambient |
| Length | |
| Director | Myfanwy McGregor Maurice |
| Account Manager | Hannah Ross |
| Director | Lwindi Ellis |
| Creative Lead | Alex Masson |
| Account Director | Emma Russell |
| Account Manager | Sally Douglas |