KitchenAid Brand rises above hundreds of brands to take home the gold at the 25th Annual ARF David Ogilvy Awards
Every year the Advertising Research Foundation celebrates ad genius David Ogilvy’s vision and insight on the power of research and data behind effective advertising, and honors outstanding teams that take ideas from insight to inception and create work with significant impact. This year, KitchenAid took home the gold at the 25th Annual ARF David Ogilvy Awards in the competitive Home, Beauty, and Fashion Category.
The KitchenAid brand “Marks” campaign rose to the top among hundreds of submissions in a rigorous review, assessing multiple dimensions and criteria. This included methodology and astuteness of insight, strength of the creative idea, and resulting performance. The brand was awarded this honor in response to its innovative research and the unique and ownable brand insights that drove the campaign.
Driving those insights, the brand leveraged its wide recognition of the iconic KitchenAid Stand Mixer, and created awareness for its total “fridge to frying pan” portfolio, to imbue the entire brand with more meaning. With a deep understanding of different passions for cooking that was gleaned from innovative qualitative and quantitative research techniques, the KitchenAid team built associations for the brand around the emotional rewards of making, rather than merely the task of mixing.
“Eat-nographies” and interviews that dove into the maker mindset revealed an illuminating human truth: For those who love to cook, food feeds their body, but making feeds their soul. Guided by this insight, data analysis and other real-world observations, the “Made for Makers” strategy was born – and from it came an integrated campaign with personalized content, celebrating the varied “marks of a maker,” and positioning the brand as a choice for those who need to cook.
Additional winners in the category included:
Silver: Clorox “Clean is Just the Beginning”
Bronze: JennAir “Bound by Nothing”
JennAir and KitchenAid are both manufactured and distributed by Whirlpool Corporation.