Kenwood Taps into the Millennial Market with Titanium Chef Baker Range

A new campaign to support the 2021 launch of Kenwood’s revamped Chef range is being rolled out globally. Kenwood commissioned the Film division of The Creative Engagement Group (TCEG) to create a series of ads to help local markets promote two variants of the product on websites, social media and in-store.

The Titanium Chef Baker and Titanium Chef Baker XL are the newest members of Kenwood’s Chef range. Designed for the millennial baker, it weighs, mixes, kneads, whisks, and even lets you change its look* to match your decor. *PopTops sold separately.

With an audience aged 20-30 years, younger than Kenwood’s traditional demographic, it was vital to showcase the design. But a passionate foodie audience meant the food had to remain the star.

TCEG Film developed the suite of over 50 films for each product variant; the deliverables include a product reveal film, five recipe films, multiple 30” and 15” social cutdowns and boomerangs. The content is currently being rolled out by local markets serviced by Kenwood worldwide, through into 2022.

Shot in a stylish, urban kitchen, the films use warm, elegant lighting and music, mouth-watering close-up food shots and luxurious, sweeping camera movements to show off the architectural lines of the machines. In a first for Kenwood, TCEG Film used a motion control rig to create colourful jump cuts between different kitchen aesthetics.

Vicky Rodford, global trade marketing manager at Kenwood said: “Working with The Creative Engagement Group was so straight forward from start to finish, the team were as excited about our project as we were and to be able to pull together the wealth of assets they did against the backdrop of a pandemic and regularly changing restrictions was amazing”.

Alex McDonnell, creative director, The Creative Engagement Group said: “It’s great to work with a brand that’s so clued into their consumers, and ready to trust us to create a flexible suite of content that feels fresh and fun for a new, younger audience”.

TCEG started working with the Kenwood UK trade marketing team on a campaign for the kCook Multi Smart in 2017 and are continuing to work with the brand on future launches.