The luxury kitchen appliance ad world is dominated by feature close-ups, kitchen glamour shots and food porn. We found an audience wanting more.
There are home cooks whose culinary game is influenced by food blogs and farmer's markets. And there are home cooks whose game is influenced by life. People who see inspiration in everything. And when they cook, they cook for an audience. They don't just experience life, they share it.
Here was a market no one was talking to. They didn't want feature-forward ads. They wanted a spotlight. Instead of attaching these exceptional home cooks to Thermador's products, we attached the brand to their existing behavior and created a social movement in the spirit of sharing.