Let’s blame it on TV. TV started the whole cooking is competitive thing. If Masterchef and My Kitchen Rules didn’t turn the joy of cooking into the thrill of winning, then Recipe to Riches most certainly did.
For the Works, and its client Sunbeam, noticing that cooking is competitive is proving rather useful.
Kevin Macmillan, founder and creative partner of The Works explained, “Despite how it appears on the surface, there is an underlying competitive side to cooking which extends to appliances too. We are now surrounded by cooking shows, ebooks and information and the appetite to improve our cooking skills is increasing. And it ramps up through the holiday season when people are entertaining. I love the honesty of exploring the truth behind why people are presenting amazing dishes. Is it because they want to nurture their family and friends or is it because they are showing off?”
They’re showing off.
Even David Jones has got into The Works’ Cooking is Competitive spirit. It has given Sunbeam a Chrissy window.
You see, while the Cooking Is Competitive campaign features outdoor and other paid media, the secret to its success is the content. Having just launched through social media, expectations are high for the content to bring awareness to the Sunbeam brand and product range, with its cheeky meet the rivals stories and tools to win profiles.
Behind the scenes, The Works and Sunbeam are also working on NPD and creating unique products to highlight what guests and hosts are really thinking.
Agency: The Works
Kevin Macmillan: founder & creative partner
Leo Bajzert: creative lead / copywriter
Leighton Edridge: Art Director
Matthew Poulier: Creative project leader
Rhian Mathias & Magdalena Rybicki: Creative project managers
Damien Hughes: Strategy director
Vanessa Hartley: Social strategist