The establishment of Generation One of the Kenwood Cooks Collective was a campaign that created a group of genuine brand advocates across Australia and increased awareness of Kenwood’s hero Chef XL Titanium machine.
Kenwood Cooks Collective
Establishing Generation One of the Kenwood Cooks Collective – a collective of 10 passionate home-bakers and cooks – was a Liquid Ideas campaign idea aimed at building brand advocates and generating awareness of the Chef XL Titanium machine.
The campaign consisted of recruitment drive for Collective members, a two-day workshop hosted by celebrity bakers and influencers, product seeding, media relations and ongoing relationship management.
The Kenwood Cooks Collective recruitment drive saw over 270 unique entrants generate more than 540 social posts, a doubling of the rate of Kenwood social follower growth in the campaign period, over 80 social posts since the event and the generation of opportunities as a direct result of the campaign.