New KRUPS Campaign Invites Consumers to “Delight in the Details”
April 10, 2017
Kitchen appliance brand KRUPS has launched a new national campaign, “Delight in the Details.” The campaign challenges and encourages consumers to find delight in the seemingly small details that make each morning and day unique. KRUPS understands that consumers enjoy surprising friends and family with thoughtful treats made with care and the campaign celebrates ways to make delighting loved ones easier than ever.
Through work with New York-based creative agency, A Different Kind of Animal, and New York-based media agency, Maxus, KRUPS identified a portion of the consumer landscape that derived pleasure not just from the thoughtful details of a well-made product, but also the ability to delight those they love with a mouth-watering result.
“KRUPS has always been known for precision,” said A Different Kind of Animal Co-founder and Chief Creative Officer Ben Cruz. “With ‘Delight in the Details,’ we sought to evolve the brand in a way that leverages that heritage but reveals a more emotional, deeper truth about the category and consumers. In developing every campaign asset, it was critical for us to capture delight – the sparkle in the eyes, that feeling of surprise or anticipation – and show it beside the unexpected detail on the product or food that makes the moment truly special.”
The campaign will highlight the newest product launches including a Waffle Maker, Toaster Oven , Coffee Maker and Super Automatic Espresso machine.
Maxus strategized the 360-degree multi-tiered paid media strategy to launch and support the campaign, which aims to deepen brand awareness, reach shoppers across all touch-points of their consumer journey and support the brand’s expansion into the breakfast category. “Delight in the Details” combines digital, social and print content with KRUPS’s first-ever national addressable television buy.
An exclusive print and digital initiative will run across Hearst Magazines brands, including Delish, Country Living, Good Housekeeping, HGTV Magazine, Woman’s Day and Esquire. A highlight of the six-month campaign is a series of 20 how-to recipe videos produced by Delish and the editors of each brand, marking the first large-scale, cross-collaboration video series for the food, recipe and entertaining site. The 60-second videos, produced in Delish’s signature style, incorporate KRUPS products and bring the “Delight in the Details” message to life. The first video to launch is a Delish collaboration with Country Living, showcasing the KRUPS waffle maker, along with the other products featured in the new campaign, and a recipe for Cinnamon Bun Waffles, which has launched on Delish.com and CountryLiving.com.
“We are excited to partner with A Different Kind of Animal, Maxus and Hearst to launch this initiative that has been years in the making,” said Michele Lupton, marketing communications director Groupe SEB. “‘Delight in the Details’ not only allows us to broaden our reach and introduce KRUPS products to a larger consumer base, but also is a mantra for our brand and rallying cry for our consumer. Throughout our 100-year heritage, KRUPS has dedicated itself to designing products that pay thoughtful attention to detail and this campaign embraces exactly that. It challenges us to continuously design appliances with ‘the details’ in mind, whether that be adding additional functions for ease of use or taking product development one step further to ensure we are providing our shoppers with the best quality.”
This month, KRUPS will unveil a redesigned web site, KRUPSUSA.com, which reflects the look and feel of the campaign and incorporates new features such as a “Delight in the Details” landing page, interactive recipe section and content-rich product pages within each appliance category.