Kitchen Warehouse and The Brand Agency say Baking Beats Buying this Valentine’s Day
In a new Valentine’s Day campaign from The Brand Agency, Kitchen Warehouse is encouraging Australians to forget about buying shiny diamonds or visiting expensive restaurants this year, and instead encouraging people to make or bake something special for their Valentines.
After all, Valentine’s Day is now one of the most commercialised holidays in the world. Too many of us spend money on gifts that often lack real meaning. So, The Brand Agency and Kitchen Warehouse believe it’s time to take the commercialism out, and put the heart back in.
Launched this past weekend, the campaign is running in Kitchen Warehouse stores, on paid social and via email. It’s also supported by an Influencer strategy and a series of romantic in-store couple’s cooking classes giving customers the chance to learn ‘Baking Beats Buying’ skills and recipes.
Simon Lamplough, Chief Customer Officer, Kitchen Warehouse, said: “The state of the economy means times are a little tougher right now. All these interest rate rises are putting the squeeze on people splashing out on their… squeeze. So it feels like a timely moment to remind people to get back to basics and find simpler, more heartfelt ways to show affection.”
Dean Hunt, Executive Creative Director, The Brand Agency, added: “When the romantics of Australia told us they’d much prefer a handmade gift over shop-bought for Valentine’s, we decided it was time to take a stand against the commercialisation of love.
“Our campaign, ‘Baking Beats Buying’ encourages us all to make something special for that special someone this Valentine’s. It’s about flour not flowers, and (of course) Kitchen Warehouse has the wares, knowledge and expertise to help. Lots of love to all the ole’ romantics who helped get this cheeky campaign out there.”
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Marketing and Experience Manager: Carly Jellyman
Head of eCommerce: Kellie Mitchell
Senior Copywriter: Sarah Hill
Social Media Manager: Jordan Robinson
UX & Design Manager: Moi Villanueva
CRM Operations Manager: Michelle Arrienda
Marketing Assistant: Shenaye Northam
Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Art Directors: Andrew Allingham, Ryan Doray and Bianca Galan-Dwyer.
Copywriters: Dave Wilson and Gaby Hanna
Head of Design: Dan Agostino
Designer: Mindy Lee
Finished Artists: Julian Farnan, Paul Connelly, Nicola Commons and Chris Markle
Production Manager: Katrina Clayton
Head of Brand Strategy: Hannah Muirhead
Business Director: Lauren Pemberton
Account Director: Glenda Lau
This is really fun – nice work!
They didn’t quite rise to the occasion for this campaign.
Retail with heart
Love this. Trust Ham to be involved in a campaign with a cupcake having their ass ate.
My thoughts exactly 😂 What a legend.
Retail work with a bit of charm. Very rare.
Great to see an agency and client having some fun together.
Love the art direction and illustration. So well crafted and considered. I can see Brand really agonised over this.
Lovely stuff this
Lovely idea and execution!
Well done Ham, Ryan and Bianca. Looks really great
Easy tiger, let’s not get ahead of ourselves here. This is a smart tactical campaign, it’s not going to win a pencil.
Fantastic work. Well done to the whole team.
Those words, though! Lovely jubly.
Retail doesn’t have to be formulaic. This is great proof of that. Well done to the client for having a crack.