Kenwood Cooking Chef XL

‍Goals of the campaign

Kenwood’s campaign in the Bring! shopping list app pursued several objectives aimed at sustainably strengthening awareness and inspiration for the new Kenwood Cooking Chef XL:

• Increasing awareness of the Kenwood Cooking Chef XL in Germany: The campaign specifically aimed to enhance the recognition of the Kenwood Cooking Chef XL among consumers in Germany by strategically placing it within the Bring! app. This ensured the brand was presented to a broad target audience in a purchase-relevant environment.
• Inspiring and encouraging baking during the pre-Christmas and holiday season: An inspiration-focused format within the Bring! app intensified users’ awareness of Kenwood in the baking context, leading to strong consumer interest in the brand.
• Promoting a near-food brand within a grocery-related context: By integrating household categories into the shopping list view in the Bring! app, the Kenwood Cooking Chef XL fit seamlessly into the shopping environment.

Initial situation

• Integrating a household appliance into the shopping process: A key challenge was embedding the Kenwood Cooking Chef XL into the Bring! app so that it became a natural part of the inspiration process during users’ shopping planning—without feeling intrusive, but instead as an organic part of the app experience.
• Addressing consumers in the relevant context in Germany: 78% of German consumers plan their shopping in advance and/or research products before making a purchase. Thus, placing household appliances and home electronics in the right context is crucial. The Kenwood Cooking Chef XL was positioned as part of the cozy Christmas season.

Campaign formats

To promote the Cooking Chef XL, Kenwood used three different advertising formats within the Bring! app to comprehensively attract users’ attention to the kitchen appliance.

Branding Ad

Kenwood kicked off its six-week campaign in the Bring! app with the Branding Ad. This advertising format was integrated into the feed of the Offers tab in the app. The ad appeared like a promotional flyer, and when clicked, it expanded to cover the entire phone screen. Additionally, it included a link-out feature, encouraging Bring! users to visit the Kenwood website for more information on the kitchen appliance.

A key highlight: over 750 users favorited Kenwood, signaling their desire to receive notifications about future Kenwood-related updates in the Bring! app. This is a significant indicator of the effectiveness of this advertising format.

Sponsored Post

In the second phase, the campaign was supplemented with a Sponsored Post. This post appeared in the Inspiration tab of the Bring! app, where users find posts, videos, and, most notably, recipes. Kenwood’s post blended seamlessly with the recipe inspiration context, embedding the kitchen appliance within the baking and cooking environment. The success of this format was evident in the results: over 50% of the anticipated impressions were achieved.

Category Lead

Kenwood completed its advertising campaign in the Bring! app with the Category Lead. This format generated high awareness by being prominently placed on the Bring! home screen under the “Household” category. The strong interest in the kitchen appliance was reflected in the over 2,000 clicks on the Category Lead, directing users to the Kenwood website for further information about the Cooking Chef XL.

Category: Household

Conclusion

Kenwood’s campaign in the Bring! app achieved remarkable success. Notably, the campaign generated over 7 million impressions. Additionally, the Branding Ad was favorited more than 750 times — an important indicator of continued interest in Kenwood products among Bring! users.

The combination of the three advertising formats positioned Kenwood optimally within the context of shopping planners and demonstrated how a near-food brand can be perfectly integrated into the shopping preparation process. Based on the achieved KPIs, the campaign can be considered a full success.