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August 7, 2017 • Chicago, IL

KitchenAid & DigitasLBi Launch “Yours For The Making”

In partnership with DigitasLBi Chicago, KitchenAid launches “Yours For The Making,” a new campaign aiming to unify the brand’s 25 product categories of major and small appliances, in an effort to become more well-known for their total kitchen solutions, not just the iconic stand mixer.

A new brand platform idea, embodied by the new tagline ‘Yours for the Making’, celebrates the emotional benefits of making in the kitchen, the beauty of the process rather than merely the end result, and the role KitchenAid plays in empowering passionate makers around the world.

DigitasLBi Chicago, the brand’s media agency of record, was responsible for the strategy, creative and media for “Yours For the Making.”

“For these people, they make food not just to feed themselves and their families, but to feed their soul too. That’s the insight at the heart of this new platform for KitchenAid’s first ‘fridge to frying pan’ approach to communicating the whole brand under one big idea.” – Laura Keeler, SVP/Group Creative Dirctor, DigitasLBi

The video-centric integrated media approach brings the emotion of making to life in environments where makers seek inspiration. The strategy is rooted in balancing reach and relevancy across all channels, including emotionally targeted 6-second video, Pinterest cinematic pins, addressable TV and unique print placements. 

Kitchenaid has a portfolio made up of 25 product categories ranging from refrigerators and dishwashers to craft coffee makers, blenders and bakeware. Many are featured in cameo roles throughout the spots, which showcase a variety of reasons for making, as heard by the makers themselves in voice-over. 

“We knew it was time for KitchenAid, a brand that’s so well known and loved by many for its stand mixer, to evolve and mean so much more – not just at a product level but at an emotional level, with its purpose and promise too. And that's totally different for the appliance category, which oftentimes lacks the very passion that draws people into the kitchen in the first place.” – Christy Hoskins, Sr. Brand Manager, KitchenAid

Campaign Credits:

Chief Creative Officer:    Ronald Ng

Managing Director:  Morgan Carroll

EVP Group Creative Director: Mike Frease

SVP Creative Director:  Laura Keeler

VP Creative Director: Bruno Guimaraes

Art Directors:  Dylan Krenka, Guiga Cunha, Esteban Izquierdo, Jill Schneider

Copywriter:  Sam Bordignon, Steve Horn, Ashley Staker

Executive Producer: Rob Tripas

SVP Group Account Director:  Jessica Henrichs

VP Account Director:  Kristine Kobe

Account Director:  Julia Low

Account Manager:  Katie Meyer

Head of Creative Strategy:  David Chriswick

SVP Group Director, Creative Strategy:  Jenny Hall

VP Director, Creative Strategy:  Stephanie Kelly

Associate Director, Creative Strategy: Jen Burkey

Associate, Creative Strategy: Ana Hauser

VP Group Director, Brand Experience & Social Strategy:  Justin Newby

VP Director, Social Strategy, Rachel Givens

Associate Director, Social Strategy:  Rachel Datz

Manager, Social Strategy:  Maggie Cooney

Senior Associate, Social Strategy: Allison Guerra

Senior Associate, Social Strategy: Anna Fatlowitz

Manager, Brand Experience: Jenna Llewellyn

VP Director, Project Management: Christa Arite

Manager, Project Management:  Amanda Stern

Photographer/Designer: Anna Palma

Print Executive Producer: Lisa Oropallo

Production Company: MJZ

Director:  Hoffman / Metoyer

Executive producer: Suza Horvat    

Editing House: Whitehouse Post

Editor:  Matthew Wood

Music House: Genuine Music

Sound Design: Another Country

VP Group Director, Media:  Katie Schnepf

VP Director, Media:  Ryan Shaw

Associate Director, Media: Ryanne Donnellon

Media Planner:  Neva Sanfilippo

Supervisor, Paid Social Media:  Madeline Howd