Whirlpool: The Foodfight is on!
Aaaand fight! Three dishes, no recipe—but a secret assistant: the equipment. The concept behind this social campaign was simple yet effective: one Dutch and one Flemish celebrity face off in the kitchen, discovering the power of Whirlpool’s latest cooking line, the W11 collection. The heat is on!
Relatable for the audience
You know the feeling. You come home after a long, busy day, and you still have to cook. Little time, low energy, and even less inspiration. Whirlpool came up with a solution, and that’s what the W11 line is all about. This product line of cooking equipment—from hotplate to ovens—is more than just technical wizardry. It’s a smart assistant, helping you put a healthy meal on the table in no time.
With so many features, it was essential to focus the strategy closely on the target audience. What are their needs, and how does Whirlpool’s equipment meet them? Which functionalities help them in their daily lives? We also sought a brand ambassador who not only perfectly represents the brand but also resonates with the target audience. This approach doesn’t just increase the credibility of the message (no more ‘We recommend our own product’), but it also makes it relatable for the audience. And what’s better than when they think, ‘If they can do it, so can I!”
From ambassadors to communication
The “brand ambassador” ended up being two people. None other than former Robinson hosts Dennis Weening and Evi Hanssen took on the challenge. At the Van Nelle factory, they entered the culinary ring, where three rounds would decide who went home with the honor. A jury of food bloggers judged their paella, veggie burger, and chocolate cake—which both contestants had to prepare entirely on their own—on taste and presentation.
With distribution (like social media) in mind, we created snappy episodes, each with its own teaser. The short length makes these teasers perfect for social advertising, enticing the audience to watch the full episode.
A unique plan that translates to the audience in countless ways. That’s what it’s all about: reaching the right audience. So, what’s your plan, and how will you bring it to the right people? Our strategists are happy to brainstorm with you. Coffee or tea?