KitchenAid Canada is aiming to mix with millennials at a new pop-up shop in downtown Toronto.
At the space, called Mini Market, KitchenAid is promoting its new Artisan Mini Stand Mixer—the brand’s first major stand mixer innovation in 30 years. The product has the same power as the classic model, but is lighter and smaller.
The Mini Stand Mixer is targeted at urban millennials and condo dwellers who might not have the counter space for KitchenAid’s full-sized stand mixer. “We wanted to design it for those urban lifestyles—people who love to cook and entertain, but have limited kitchen space,” said KitchenAid Portables brand manager Priya Trivedi.
The pop-up experience launched with a media and influencer event on June 15. It is open to the public from June 16-26, giving visitors the chance to check out the product firsthand, see product demonstrations, and enjoy food samples from four Toronto restaurants: The Drake, Grand Electric, Bobbie Sue’s Mac + Cheese and Glory Hole Doughnuts. There’s also a daily giveaway: visitors can take a pic at the Mini Market and use #minimoments for the chance to win a mixer in the colour of their choice.
Urban millennials are a new target group for the brand, “so we wanted to do something new and different so they could start to see KitchenAid as a brand for them,” said Trivedi. “We thought the pop-up was a great way to bring the brand to life, but also to get people to experience the new product in a physical and tangible way.”
Trivedi added that while brands have gotten really good at engaging consumers in the digital space, millennials still value a physical and tangible experience.
KitchenAid is driving traffic to the space with out-of-home ads in downtown Toronto, social media channels, as well as through the participating restaurants with geo-targeted social media posts. “We’re also anticipating that we’ll get organic word-of-mouth,” said Trivedi.
To promote the product when it hits store shelves, KitchenAid is working with the marketing teams at its three retail launch partners: Hudson’s Bay, Home Outfitters and Best Buy. The new mixer will be promoted via the retailers’ websites, email communications, in-store signage and social media, including product giveaways.
The marketing plan also includes influencer relations, a 15-second cinema spot, print ads in the Globe & Mail’s Style section and Le Presse app in Quebec. KitchenAid is also creating a “mini Instagram page” that will feature mini pictures as well as contests.
Red Lion developed the creative, Cossette Media handled the media buy, and Hill + Knowlton Strategies is handling PR.
