Samsung may be more visible as a television or mobile phone brand in Canada, but a new campaign from Cheil Worldwide hopes to put its household appliances top of mind.
Samsung Electronics Canada’s home appliance division has signed a one-year deal with Massimo Capra, the chef and host of Food Network’s Restaurant Makeover, and will put the chef’s moustachioed smile on its new campaign, launching later this month.
Capra first teamed with Samsung last year for a food-focused media event, preparing six meals using the brand’s induction range. Cheil has now created TV, print, in-store and out-of-home executions that put the famous chef next to Samsung’s ovens and washing machines.
“Massimo best reflects what we see in our brand,” said Warner Doell, vice-president of home appliances at Samsung Electronics Canada. “Our target audience is female–moms and daughters–but also the foodie males. People know Massimo and like him. He has a genuine appeal about him. He relates very well with the consumer target.”
This campaign is larger in scope and spend than in years past. The Canadian division of the Korean electronics company only added kitchen appliances to its lineup in 2008, but Doell said sales have been brisk, “so we’ve had to increase our investment in media and seek out a brand ambassador.”
Doell said most of his marketing investments to date have been in-store to reach consumers at point of purchase. “We’ve invested in human capital… in displays and outstanding product. Now we’re building our brand legacy. This is really our first year where we’re making that kind of investment” in a consumer campaign.
Starcom handled the media buy for the campaign, which will start to roll out by the end of May and is set to run until March 2011.
