Kitchen appliance brand, KRUPS has launched a national campaign that encourages consumers to find delight in the small details that make each morning and day unique.
In collaboration with New York-based creative agency, A Different Kind of Animal and New York-based media agency, Maxus, KRUPS focuses on the understanding that consumers enjoy surprising friends and family with homemade treats made with care.
Delight in the Details includes KRUPS’ first-ever national addressable television buy and an exclusive print and digital initiative that will run across Hearst Magazines brands, including Delish, Country Living, Good Housekeeping, HGTV Magazine, Woman’s Day and Esquire.
The campaign will highlight the newest product launches including a Waffle Maker, Toaster Oven, Coffee Maker and Super Automatic Espresso machine.
“KRUPS has added new product lines (outside of coffee and espresso) and expanded distribution making it a true national brand,” Michele Lupton, Marketing Communications Director Groupe SEB told DIVERGE. “We chose to add TV to our media plans at this time to increase overall awareness of the brand in the small appliance kitchen space.”
“Casting diverse talent was very important to us as we want to make sure the television commercial and the print ads are a true representation of our customer base in United States and around the world,” she added.
Maxus strategized the 360-degree multi-tiered paid media strategy to launch and support the campaign.
Additionally, the brand will unveil a redesigned website this month, KRUPSUSA.com, which will reflects the look and feel of the campaign and incorporate new features such as a Delight in the Details landing page, interactive recipe section, and content-rich product pages within each appliance category.
