Kenwood Turns Everyday Moments into Extraordinary Success Stories

British kitchen appliance manufacturer Kenwood has unveiled a new social-first global campaign to launch its new compact Go Collection. The push was developed in partnership with M&C Saatchi UK. 

Although many young people have a growing passion for food, they often have limited space in the kitchen as they’re living in flat shares or small rentals. This inspired Kenwood to create the new compact Go Collection: three products that have been designed to give cooks more space for creativity in the kitchen.

To drive awareness and sales of the new range amongst a gen z audience, M&C Saatchi has partnered with Kenwood to create a campaign which reveals a series of fortuitous events, showing how the compact Go Collection can turn a small ingredient into a 'make it big' success story. 

In two fast-paced 30-second films, directed by Giacomo Boeri and produced by Utopia, two different starting points, The Flour and The Egg, kick off a series of hyperbolic disasters and radically happy endings. Shot in Milan, the spots feature a real chihuahua, a statue that took four weeks to carve and a bespoke dress that looks like a meringue. Stylised visuals are balanced by a straightforward, matter-of-fact voiceover, provided by stand-up comedian, writer and actor Sunil Patel in the UK version of the campaign. 

The launch films are supported through the funnel by a full suite of social-first product assets. 

The campaign is running across social channels in key global markets including the UK, Europe, Asia and Australia, supported by TV and video-on-demand activity in some territories. Global media planning is by Media Plus.

Vicky Rodford, senior brand manager - Delivery, Kenwood, said, "We designed the compact Go Collection with the realities of gen z living in mind. This beautifully crafted campaign illustrates how our three new products empower cooks and bakers to create something truly remarkable, no matter the size of their kitchen. It's all about making the most of what you have and turning even the smallest spaces into the backdrop for a spectacular story."

Jo Bacon, group CEO, M&C Saatchi UK, added, “By combining over-the-top scenarios with a distinctive visual style, we've crafted a memorable narrative that speaks directly to gen z's. The attention to detail ensures that every frame leaves a lasting impression. It’s all about resonating with our audience in a way that’s both visually striking and deeply relatable.”

Christian Davis, managing partner, M&C Saatchi UK, concluded, “To resonate with gen z's who have a passion for food, this campaign reveals how seemingly small moments can become grand, unexpected success stories. The blend of bold visuals and hyperbolic scenarios with down-to-earth narration brings a unique energy to the films, making them both relatable and memorable. It’s a celebration of how the right ingredients, no matter how small, can lead to something extraordinary.”