New KitchenAid effort puts food in spotlight

Petrecca, Laura
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p28
Trade Publication
This article focuses on the print advertising campaign for KitchenAid home appliances from N. W. Ayer & Partners, New York, launched in the U.S. Colorful images of multihued fruit shakes, herb focaccia bread and lemon souffle pancakes jump out at readers. Print spreads feature arresting food visuals and a description of how KitchenAid portable and major appliances worked in conjunction to produce the fare. The campaign retains KitchenAid's longstanding "For the way it's made" tagline. The effort breaks in April 2000 issues of epicurean, shelter and bridal magazines including Conde Nast Publications' Architectural Digest, Hachette Filipacchi Magazines' Elle Decor and Metropolitan Home and Martha Stewart Living Omnimedia's Martha Stewart Living. The integrated push includes public relations, direct mail, trade advertising, point-of-purchase displays and promotions.


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