KITCHEN TOOLS
PROBLEM Nobody cooks anymore. Between drive thrus and take out, the kitchen has become solely storage for leftovers and frozen dinners.
STRATEGY Eliminate misconception: Top grade tools seen as ‘luxury’’ products. Reframe OXO Kitchen tools as ‘learning devices’ that help carry us to adulting easier. It’s MAking that step up from butter noodles to spaghetti carbonara.
TARGET AUDIENCE Naive cooks and wannabe chefs. Young adults looking to start their kitchen collections. AGE: 20 - 30
MANIFESTO Cooking is a lost art. Everyone wants their food now without any of the tradeoffs of doing it themselves. Isn’t there still that drive in us to cook something great and enjoy doing it? Glide through your saved DIY recipe videos like the pro you are with OXO. For every non cook and amatuer cook alike, there’s a whole room in your home you’ve been ignoring. Go to it.
CAMPAIGN 1
BEAUTY IN THE PROCESS Remind new cooks and beginner chefs that cooking isn’t a burden, it’s an art. With the right tools and the right ingredients, anyone can create something amazing. EMBRACE THE MESS. EMBRACE THE JOURNEY.
CAMPAIGN 1
SOCIAL MEDIA Encourage OXO customers to post process pictures to Instagram. Feature photos of kitchens and chefs that utilize OXO kitchen tools. get tasty videos or food media influencers to use the hashtags and demonstrate oxo tools.
CAMPAIGN 2
COMPROMISE-FREE COOKING The right tools. The right ingredients. The right feel. Cutting corners and “kind of works” are things of the past. set yourself up for success with the tools you need to accomplish any recipe.
CAMPAIGN 2
PACKAGE DESIGN TRANSPARENT RED PLASTIC WITH WHITE TEXt and white logo printed over. MAKE UNBOXING fUN.
CAMPAIGN 2
PRINT Further demonstrate OXO’s ability to act as learning devices. Highlight oxo’s kitchen starter set.
CAMPAIGN 2
PRINT ALTERNATE ITERATION