KitchenAid Launches New Integrated Campaign with R2C Group
KitchenAid is returning to direct response television to promote its iconic stand mixer during the holiday season. A Whirlpool brand, KitchenAid has used the medium twice before to advertise the mixer, in a 30-minute infomercial in 2001 and in a two-minute infomercial in 2006.
The 2001 campaign was created by the R2C Group, a Portland, Ore., agency that specializes in direct response advertising. R2C has also created KitchenAid’s latest campaign, another 30-minute infomercial that breaks Nov. 3 and features real cooks, from around the United States, using the company’s "Classic Series" stand mixer in their home kitchens.
According to Marty Armstrong, senior vice president of marketing at KitchenAid-Whirlpool, the company is employing direct response television because it is “the only medium we know of that enables us to tell the many stories of the advantages of owning the KitchenAid stand mixer.”
The medium also enables KitchenAid to “immediately measure the effectiveness of brand advertising,” he said.
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