Friendly greetings launches campaign of the new Franke stainless steel countertops
Stainless steel worktops have been an integral part of Franke's DNA since 1960. With the launch campaign, Franke wants to make its expertise as an innovative producer and processor of stainless steel worktops accessible to a wide audience. Freundliche Grüsse was commissioned to develop the communication platform for the new "Creative" and "Customized" product lines.
These will be presented to a wide audience for the first time at the "Swissbau" trade fair.
Durability, robustness and elegance are attributes that are synonymous with stainless steel worktops from Franke. A chef can really let off steam on steel without damaging the material. There is something archaic about cooking on steel, something for passionate chefs. With Franke stainless steel worktops, cooking becomes a real, original affair in private households too. Steel, fire, energy - they simply go together. And a look at the professional kitchens of the world also shows that real chefs cook with steel.
In the campaign subjects, the stainless steel product lines are staged in various kitchen situations in which a passionate chef was at work. Pointed headlines communicate the attributes of longevity, durability and design. In the campaign spot, brand ambassador René Schudel shows what can be done with a stainless steel worktop from Franke.
Chefs are the new rock'n'roll stars
The campaign also addresses the cooking megatrend: Cooking is increasingly becoming an analog time-out in an increasingly digital everyday life. Traditional status symbols such as cars or watches are fading into the background, while cooking with sustainable raw materials and the best tools is evidence of a contemporary lifestyle that can be used to define and distinguish oneself. Chefs are the new rock'n'roll stars. Franke specifically addresses this paradigm shift in its new launch campaign.
In addition to traditional measures, the campaigns also include B2B and B2C brochures, trade fair appearances, campaign and advertising campaigns.Website, POS material and social media postings.
Responsible at Franke Kitchen Systems: Rahel Güttler (Global Head of Marketing), Vanessa Schulte (Global Head of Trade Marketing), Juliette Baumgartner (Global Head Category Worktops), Christina Fuchs (Global Product Manager Worktops), Philippe Thulliez (Head of Marketing & Product Management Franke Switzerland). Responsible at Friendly regards: Samuel Textor, Pascal Deville (Creative Direction), Res Matthys, David Elmiger (Text/Concept), Alain Aebersold (Art Direction), Maude Mahrer (Graphics), Patrick Biner, Christian Haueter (Consulting), Simon Keller (Social Media), Michael Benz (Strategy). Production teaser spot: TallyHo!, Tom Kolinski (director), Pascal Walder (DOP). Photo Production: Ikon Productions, Gianni Antoniali (photographer). Lithography: Matter of opinion.
