Gaggenau
Grand Masters wanted
Expertise
AdvertisingEvents
Social media
Website, UX, design and development
PR
The brief
When it comes to promoting products, Gaggenau needed a central concept that all communications should project: We came up with ‘Grand statements’. Every Gaggenau appliance is a grand statement, either to the purchaser’s peers or to themselves (a statement of intent to fulfil their culinary potential). Each product is then given its own bespoke ‘statement’ at launch.
Expertise
AdvertisingEvents
Social media
Website, UX, design and development
PR
The idea
A major launch of the remodelled combi-steam oven involved an idea merging three ‘masters’. Still lifes inspired by the Dutch Masters (who, like Gaggenau, originated in the 17th century), chefs who achieve culinary mastery, and the master that brings it all together – the combi-steam oven. The ‘Grand Masters’ campaign was born, with small galleries around the world being sought out to exhibit commissioned still lifes alongside the ovens, presenting art and product with equal reverence. This was a first: the product being displayed outside of the showroom as a work of art.
The impact
This approach helped to create new PR angles and social content that gave the launch more depth and reach while also reinforcing Gaggenau’s cultural credentials. The creation of artistic ‘still lifes’ and a beautiful film revealing the similarities of culinary and artistic creation, all positioned the handmade oven and luxury brand perfectly.
“At last! You’ve managed to communicate and capture the brand in a way I have been searching for 10 years.”
