A rich media execution lets users explore a Merillat kitchen within a banner ad.
What’s more appealing than chef Curtis Stone? The great function of a Merillat kitchen, of course.
Counter cards at the dealer showrooms showcased functional features and encouraged shoppers to interact with the cabinets.
A nationwide satellite media tour reached 30 major markets, including NY and LA, with Curtis Stone’s tips on “Functional Solutions for your Kitchen.”
For the first time, the #1 food and #1 home networks created added value content across all their TV and online properties. One example was Food Network’s “Easy Entertaining Tips” incorporating Merillat cabinets.
A new tagline addresses people who really use their kitchen and a fresh, clean brand ID reflects this sensibility.
Home magazines and websites are full of beautiful images of beautiful, spotless, never-been-used kitchens. But research revealed that women want much more from a kitchen than beauty –– they want to actually use their kitchen. So Merillat saw an opportunity to build on their tradition of functional innovation.
We focused on a higher-level benefit, function, in a way that no one had ever done before. We developed a positioning that reflects this: The dream kitchen for the real world. Finally, we enlisted chef Curtis Stone to demonstrate that Merillat cabinets make your kitchen work better.
Click through rates on interactive were 3X the industry average and 5X the industry average on custom sponsorships
Social media participation and mentions among the female target audience were up over 50% in just two months of the campaign
For 2010, PR efforts generated more than 210 million impressions