Wüsthof has rolled out “phase three” of its “defining the Edgë” multi-platform consumer marketing initiative, which originally launched in spring 2012. Anchored by microsite wusthofedge.com, and national and regional advertising in digital and print media, “defining the Edgë” is growing with a trio of chefs that will expand on the roster of culinary professionals: the Mäverick (Ann Kim of Pizzeria Lola in Minneapolis, MN); the Nätural (Sam Gorenstein of My Ceviche in Miami, FL); and the Artisän (Clayton Chapman of The Grey Plume in Omaha, NE).
“We’re thrilled to spotlight three amazingly talented and diverse chefs to our high-profile campaign, which continues to break ground in our industry and gain high praise from our retail customers and consumers,” says Annette Garaghty, vp/sales and marketing at the company. “We’re especially excited to enter the third phase of our campaign during our milestone 200th anniversary. The creative for this campaign is founded on the idea of celebrating culinary professionals who, very much like our brand, are continuously raising the bar on excellence, and constantly challenging the status quo. We’re delighted to showcase chefs who perfectly reflect our company’s DNA, which is the key reason for our enduring success.”
Unveiling this week on the wusthofedge.com site, the three new chefs will be simultaneously introduced with documentary-style videos that reveal their distinctively defined attitudes about their culinary craft. Chef content on the microsite will continue to expand throughout the year with instructional web videos filmed on location with each chef showcasing recipe demonstrations using Wüsthof knives. The recipe-oriented and instructional chef videos will be supplemented with blog postings on various topics, ranging from tips on entertaining to philosophical views on culinary subjects, the company said.
In tandem with this month’s introduction of the Mäverick, the Nätural, and the Artisän, a broad-based digital banner ad campaign, featuring teaser videos of the three chefs, begins rolling out in targeted epicurean, urban lifestyle, home design, and luxury lifestyle digital media, such as The Daily Meal, Saveur, Serious Eats, NYTimes.com, ElleDecor and more. Placement on the brand’s YouTube and Vimeo channels will further heighten consumer reach. Wüsthof will also highlight the campaign on its Facebook and Twitter platforms, the company said.
Beginning this season and through the end of the year, the new Edgë chefs will appear individually and together in the print edition of numerous select and strategically targeted national publications, such as: Bon Appetit, Lucky Peach, Elle Décor, Surface, The New York Times Sunday Magazine, WSJ Magazine, and FOUR magazine. The ads are shot in black and white photography and portray the chefs holding a large and distinctively shaped Wüsthof knife with pride and confidence, the company said. In the group ad, the headline reads “When challenging the status quo, they come prëpared.”
“Our breakthrough creative, combined with our expanded and highly targeted media schedule, reaches all of the brand’s key demographics, including today’s sophisticated youth,” says Garaghty. “From the start, the campaign’s objective has been to reach hyper-connected, food-centric consumers, who delight in discovering, interacting with, and sharing culinary information through posts on social media. While our culinary focus remains in place, this year we’re extending our reach to savvy consumers keenly interested in high design and luxury products.”
In addition, each of the chefs will appear in single portrait ads placed in a customized mix of regional magazines reflecting their home base, such as Minnesota Monthly, Miami Magazine, and Omaha Magazine.
Ann Kim, Sam Gorenstein and Clayton Chapman were selected following extensive research conducted by Agencysacks, the company’s long-standing, New York City-based advertising agency – and creators of “defining the Edgë.”
- The Maverick, MN-based Ann Kim, is the chef and owner of Pizzeria Lola, an artisanal pizzeria named after her Weimaraner, and Hello Pizza. Ann’s wood-fired pizzas harken back to her Korean background. Not classically trained, Ann’s food instincts and perseverance have shaped her culinary journey, the company said.
- The Natural, Miami FL-based Sam Gorenstein is chef and partner of My Ceviche, a fast-growing seafood-based takeout joint with multiple locations that has won high praise from critics, chef peers, and the local community, the company said. A top-level culinary trained chef, Sam relishes the ability to serve his community the same high-caliber ingredients and flavors usually associated with fine dining restaurants in a fast and casual setting, the company said.
- The Artisan, Omaha, NE-based Clayton Chapman is chef and owner of The Grey Plume, a seasonally driven restaurant that bases its contemporary cuisine on locally sourced ingredients and livestock, the company said. Since opening in 2010, The Grey Plume has amassed more points than any other Certified Green Restaurant in the country, the company said. A veteran of restaurants since age 14, CLayton has received multiple awards and James Beard nominations.