Cutlery leader Wüsthof, is embarking on phase two of its “defining the Edgë” marketing campaign, a multi-platform consumer initiative that was first launched in spring 2012.
The campaign, anchored by a media-rich microsite, and extensive national and top-tier regional advertising in digital and print media, expands with the addition of three new chefs: the Spärk (Amanda Cohen of Dirt Candy in New York City); the Oütlaw (Katherine Clapner of Dude, Sweet Chocolate in Dallas); and the Mäestro (Marc Vetri of Vetri, Alla Spina, Amis and Osteria in Philadephia).
“We’re delighted to welcome three incredibly talented and passionate chefs to our iconic campaign, which has received very high praise from our retail customers and consumers, and strategically raises awareness for our premium knives among younger, ‘edgy’ food-loving consumers, a key demographic for us,” said Annette Garaghty, vice president of sales and marketing at Wüsthof-Trident of America. “We’re excited to implement a highly creative and breakthrough marketing campaign that salutes and aligns our brand with culinary professionals of all stripes – and tattoos! – who reflect Wüsthof’s mission to keep challenging the status quo in pursuit of excellence.”
The campaign’s new roster of chefs are simultaneously introduced to consumers with evocative documentary-style videos that reveal each chef’s values, motives, inspirations, challenges, and distinctively defined attitudes about how their craft, and how the food they prepare contributes to the betterment of our culture and society.
The microsite will include numerous instructional videos filmed on site at each chef’s venue, showcasing recipe demonstrations using Wüsthof knives.
The company is also launching a digital banner ad campaign, featuring teaser videos of the Spärk, the Oütlaw, and the Mäestro, which rolls out in targeted epicurean and urban lifestyle digital media and on YouTube.
“The underlying message of our campaign is that Wüsthof knives give the home cook an advantageous ‘edge’ in their kitchen,” said Garaghty. In the fourth quarter peak-shopping season, Wüsthof will bolster its digital and print ad campaign with additional local and national media.
Supporting the campaign will be national public relations and social media initiatives on Wüsthof’s Facebook and Twitter platforms, featuring the chefs and content from the microsite.
