Thermomix have partnered with indie agency Contagion to launch their first homegrown New Zealand campaign ‘We Don’t Cook, We Thermomix®’.
Having had a presence in New Zealand for over a decade with a small but incredibly loyal customer and consultant base, Thermomix® knew there was huge potential for growth here, they just needed more Kiwis to know about them. With all prior brand material coming out of Australia, Thermomix® sought out a Kiwi agency to develop a campaign specific to the New Zealand market to gain broad awareness and increase sales this side of the Tasman.
Jessica Mitchell, Thermomix® National Sales Manager NZ, says: “It’s an exciting time for Thermomix® in New Zealand to show the difference we can make to Kiwi homes and share our Thermomix® community spirit more broadly.”
‘We Don’t Cook, We Thermomix®’ was inspired by the fact that a Thermomix® does so much more than cook. It’s a smart, connected kitchen appliance that replaces over 20 appliances; you can chop, blend, whip, weigh, knead, mince, sous vide and much more, all at the touch of a button. Thermomixing is all about cooking smarter, not harder.
Dean Taylor, Contagion CEO and Founder, says: “We were focussed on getting the right insight to bring the creative to life and after research it was clear that this amazing product is a game changer to the way people cook. Peoples’ enthusiasm for it was fantastic. With this in mind, we wanted to get this community of ‘Thermomixers’ talking to NZ about this experience.”
Launched this month across Digital, OOH and Social, the campaign, led by a hero 45” spot and a range of cutdowns and supporting assets, captures the energy and excitement of the Thermomix®, showing off it’s transformative powers and sparking curiosity by demonstrating key product features and lifestyle benefits.
To maintain authenticity, all talent used in the campaign are Thermomix® owners from across New Zealand and their families. This made the campaign even more special as there is an incredible amount of excitement for a homegrown campaign; and the ultimate goal of getting more Kiwi households Thermomixing.
“This campaign is a great opportunity to welcome more New Zealanders into the world of Thermomix® and enjoy the difference it can make to their cooking and meals at home. We are excited to see our brand awareness and brand community grow as a result of sharing this campaign with Kiwis,” says Paula Dennis, Manager – Brand and Campaigns at Thermomix® Australia.
Credits
Client: Thermomix®
Creative: Contagion
Media: The Audience Group
