M&C Saatchi UK and Kenwood turn two small ingredients into “make it big” success stories with hyperbole, fantasy and an appealing sense of fun.
Two different starting points, The Flour and The Egg, kick off a series of hyperbolic disasters and radically happy endings. The spots feature a real chihuahua, a statue that took four weeks to carve and a dress that looks like a meringue. The idea is that with a compact Kenwood Go Collection appliance there are endless possibilities and M&C Saatchi UK has given those possibilities the fun of wild fantasy. The film’s stylised visuals are balanced by a straightforward, matter-of-fact voiceover, provided by stand-up comedian, writer and actor, Sunil Patel, in the UK version of the campaign.
Jo Bacon, group CEO, M&C Saatchi UK, commented, “By combining over-the-top scenarios with a distinctive visual style, we’ve crafted a memorable narrative that speaks directly to Gen Zs. The attention to detail ensures that every frame leaves a lasting impression. It’s all about resonating with our audience in a way that’s both visually striking and deeply relatable.”
The campaign targets young people whose passion for foods is thwarted by limited space in the kitchen as they’re living in flatshares or small rentals.
The launch films, directed by Giacomo Boeri and produced by Utopia, are supported by social-first product assets. The campaign is running across social channels in key global markets including the UK, Europe, Asia and Australia, supported by TV and video-on-demand activity in some territories. Global media planning is by Media Plus.
Vicky Rodford, senior brand manager – delivery, Kenwood,stated, “We designed the compact Go Collection with the realities of Gen Z living in mind. This beautifully crafted campaign illustrates how our three new products empower cooks and bakers to create something truly remarkable, no matter the size of their kitchen. It’s all about making the most of what you have and turning even the smallest spaces into the backdrop for a spectacular story.”
Christian Davis, managing partner, M&C Saatchi UK, added, “To resonate with Gen Zs who have a passion for food, this campaign reveals how seemingly small moments can become grand, unexpected success stories. The blend of bold visuals and hyperbolic scenarios with down-to-earth narration brings a unique energy to the films, making them both relatable and memorable. It’s a celebration of how the right ingredients, no matter how small, can lead to something extraordinary.”
Credits:
Client: Kenwood
General Manager International Business, Capital Brands (DeLonghi Group): Zeno Adami
Kenwood Senior Brand Manager – Delivery: Vicky Rodford
Kenwood Brand Manager – Delivery: Pascale LePoidevin
Creative Agency: M&C Saatchi UK
Executive Creative Director: Matt Lee
Creatives: Max Lowe & Amy Parkhill
Senior Film Producer: Dale Chapman
Managing Partner: Christian Davis
Account Director: Harry Patchett
Account Manager: Zizzy Lugg-Williams
Head of Strategy: Sophie Lean
Senior Strategist: Shaun Okoh
Head of Social: Selene Feigecele
Social Strategy: M&C Saatchi Milan
Production Company: Utopia
Director: Giacomo Boeri
CEO: Francesco di Trani
Senior Producer: Luigi Dalena
Producer: Giulia Gallo
Assistant Producer: Francesca Pirrelli
Production Manager: Giovanni La Monaca
Actors – Roberto Fella, Sophie Bercovich
Cinematographer: Emanuele Zarlenga
Set Designer: Monica Vittucci
Stylist: Monica Rodegher
Make-up Artists: Erica Vellini, Francesca Gennari
Hair Stylists: Maurizio Kulfer, Elena Greco
1st AD: Lisa Valcarenghi
Food Stylist: Serena Oliva
Photographer: Alessandro Dealberto
Post Supervisor: Luigi Dalena
Finance: Anna Carramusa
Post Production: The Blink Fish
Post-Producer: Matteo Grimaldi
VFX Supervisor: Irene Altobelli
Editors: Irene Altobelli, Jan Devetak
3D & Motion: Lorenzo Gianotti
VFX & Online: Giovanna Bonomi
Colour Grading: Claudio Beltrambi
Motion Graphics: Vascolo Studio
Sound: Fullcode
