Kitchen Warehouse introduces heat-activated ‘Bake Friday Deals’ for Black Friday
Kitchen Warehouse is taking a fresh approach to Black Friday, aiming to make their offers stand out in a sea of sameness.
In a retail world where every brand is offering 40%, 50%, or even 70% off on Black Friday, standing out isn’t just about having the biggest discounts anymore – it’s about finding a more interesting and engaging way to offer them.
Enter Bake Friday Deals, a campaign created in partnership with Special Australia and rolling out nationally, rewarding cooking enthusiasts for doing what they do best: cooking something up in the kitchen. Starting November 10, every Kitchen Warehouse store across Australia, and every online order – will include exclusive sheets of baking paper printed with special Black Friday discounts. But there’s a twist.
Each sheet is printed using a combination of regular and heat-activated ink. When placed in a hot oven, the heat-activated ink disappears, revealing even better hidden deals underneath. By baking the sheets, customers will be rewarded and (literally) find the hottest possible deals.
By turning a simple roll of baking paper into a surprising and tactile discovery, Kitchen Warehouse is reframing what a Black Friday deal can be – more than an amazing offer – but a genuinely fun and engaging experience to be had in the kitchen.
The campaign combines influencer partnerships, digital content, playful in-store activations and endless reams of baking paper in online orders and in-store, offering Kitchen Warehouse’s best Black Friday deals ever.
Credits
Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Marketing Assistant: Emma Foreman
Stylist & Creative: Jo-Anne Pabst
Photographer: Grant Taylor
Studio Coordinator: JoJo Yu
Social Media Manager – Marguerite Jordaan
Social Media Assistant: Aaliyah Nickerson
Head of E-Commerce: Kellie Mitchell
E-Commerce Trading & Merch Manager: Ellie Nguyen
Special
CEO & Partner: Lindsey Evans & Cade Heyde
CCO & Partner: Tom Martin & Julian Schreiber
CSO & Partner: Dave Hartmann
Managing Director: Tori Lopez
Group Creative Director: Simon Gibson
Group Creative Director: Nils Eberhardt
Senior Art Director: Phil Harkness
Senior Copywriter: Jack Wall
Creative Technologist: Laurent Marcus
Head of Design: Adam Shear
Design Director: Sabine Schwarz
National Head of Production: Tash Johnson
Head of Stills: Nick Lilley
Senior Integrated Producer: Danielle Senecky
Senior Producer: Di Williams
Production Coordinator: Ada Tuna
Finished Artist: Jen Bailey
Team Lead: Chris Braks
Business Director: Alicia Aguilera
H&H Graphics (Vernon Hills, Illinois, USA)
Jennifer Brennan
Register for FREE HERE and receive the Campaign Brief WA Daily Bulletin and/or the global Best Ads Best of the Week Bulletin
