LG wanted to successfully launch a brand of luxury, tech-forward appliances called Signature Kitchen Suite from the ground up. The goal was to disrupt the status quo in a business that had not changed in decades. A formidable task as a challenger brand. With no 50-year heritage to tout, SKS needed to find a different way in.
Well-established American high-end brands (ie; Sub-Zero, Viking, etc.) had been in the space for so long, they were synonymous with kitchen luxury. They counted on their heritage to give them authenticity, and their older, wealthy audience loved the prestige of the name.
But there was a new audience emerging. A younger, affluent and more forward-thinking group of consumers who were looking for more than status. They wanted precision, performance, and design. Older millennials and Gen X had lived through a recession and had come out the other side. This key insight meant that they were more pragmatic, far more comfortable with technology, and more willing to see beyond heritage to figure out what really mattered to them.
We saw an opportunity to challenge the established players and change the game.
To this audience, a brand’s authenticity had nothing to do with a name. It had to do with the food itself. They cared deeply about the origins of the ingredients they used. SKS embraced this new audience, a combination of tech-savvy people and food-loving epicureans and deemed them “The Technicureans.” We established an authentic philosophy for SKS that shares the passion and values of this new generation of thoughtful cooks.
Our integrated campaign called “True to Food” spoke directly to the values our ‘Technicurean’ audience but also let designers know that this brand was built specifically for this younger consumer group. Our docuseries was hosted by a celebrated podcast host, food reviewer and best-selling author Mark Bittman. He spoke with experts and food artisans and explored the journey of food from source to table including how SKS provided the state-of-the-art built-in appliances to offer the best ways to prepare, honor and respect the food on the plate.
Kitchens, designed to perfection
How do you bring a designer kitchen to life when you don’t have any products installed in actual kitchens? We asked a group of award-winning designers to design their ideal kitchen incorporating SKS’s appliances¬–without shipping a single appliance. Instead, we built eleven uniquely designed SKS kitchens created entirely with CGI. A 315-page digital catalog showcased the entire SKS product line installed in designer kitchens. It then was transformed into an industry-first virtual online showroom that gave users a way to explore SKS products in a designer vignette where they could switch out the appliances to meet their own specific needs.
A community for the SKS Technicureans was created on social media with curated posts that included authentic recipes, tips and tricks for getting the most out of ingredients, stories from food artisans around the world, and links to the latest “True to Food” web episodes available on Instagram, LinkedIn, Facebook and Twitter.
Strategic insights and smart creative cooked up a recipe for success for Signature Kitchen Suites.