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Cuisinart just launched its new campaign touting its Air Fryer Toaster Oven in a hilarious way.
The campaign, made together with Minneapolis-based advertising agency Fallon, shows the versatility of the air fryer compared to the traditional oven.
With the ability to air fry, toast, bake, grill, and broil, the Air Fryer Toaster Oven is positioned as a must-have in the kitchen, helping friends and family create culinary masterpieces.
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Cuisinart VP and Head of Marketing at Thales Soares shared his thoughts behind the campaign as it brings to life a new era for the brand:
"At the heart of it all, it positions Cuisinart to inspire people to cook great food with the way it looks, the way it cooks, and the joy it creates. And that’s our NorthStar. With Fallon, we couldn’t be more excited about the start of our relationship, honouring all that makes Cuisinart products part of the heart of a home."
The commercial comes as part of Cuisinart's new brand platform "A Work of Cuisinart," which highlights the product design and functionality that sets it apart from the competition, as well as the memorable moments it can share with friends and family.
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According to Fallon Group Creative Director Emily Swenson, each of the films featured in the campaign centers around reliability and the iterations of Cuisinart's brand platform could be endless.
She adds that the campaign shows that kitchen moments tap into what's real, "like a spot about 'breaking up' with your oven because of your hot new air fryer relationship takes a human truth about love and places it squarely and memorably in the Cuisinart world."
Cuisinart's latest efforts run across TV, digital, and social media.
Starting strongly with a solid brand marketing strategy, its campaign perfectly captures the kitchenware company's unique brand identity.
Ditching the Ovens
The 30-second hero spot titled "New Flame" starts off with dramatic shots of an oven sitting alone in a dimly lit kitchen, as Roxette's "It Must Have Been Love" plays in the background.
The scene quickly lights up when a woman and her daughter enter the frame, checking on the pizza they have in their Air Fryer Toaster Oven.
As they enjoy the pie by the kitchen counter, the oven is made out to look lonely and unused, with the family dog seemingly comforting it.
The narrator then quickly goes over the air fryer's many uses, and the variety of food you can prepare with the cooker.
"So you can break up with your oven," the narrator continues, as the oven sheds a tear while the family enjoys their dinner.
Another spot titled "Fry Reviver" shows how one can use the air frier to make soggy fries crispy and delicious again.
"Not enough to justify preheating the oven, yet you respect yourself too much for the microwave," the narrator explains. The advert ends with the brand platform's slogan.
Finally, "Midnight Masterpiece" shows a man experimenting with his own recipe using the Air Fryer Toaster Oven as his "canvas of self-expression."
As it heats even faster than an oven would, you don't have to wait to enjoy whatever you make with it.
In June, Johannes Leonardo took an unconventional approach by creating beauty spots to promote Oscar Mayer Bacon's long smoking process.
Editing by Katherine 'Makkie' Maclang
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