Cooking is not just a skill, a hobby or a necessity, but it’s an experience, and America’s biggest small kitchen appliance brand understands this better than anyone else. It’s no surprise that when we got to work on the launch of Hamilton Beach in India, a company with over 100 years of innovation, we were more than elated – not only because we believed in the marvel they created but also because our team is a bunch of self-proclaimed food connoisseurs who love food and establishing this brand from the ground up was like seeing our baby grow.
Even though Hamilton Beach is the biggest kitchen appliances brand in the USA, not many people knew this name in India. Unlike the other mixers available in the market, this JMG was priced almost thrice as much as them. The product promised to break the Indian kitchen challenges such as spillage and broken jars with its commercial-grade quality. With 5 years of research, the brand came up with features such as leakproof jars, the preset menu for hands-free grinding, infinite speed control for the perfect texture. Still, to justify the price gap, we had to position the brand as the ultimate premium product for the cooking enthusiasts who wanted the pro results at home! For anyone who loves cooking, this product was nothing but perfect.
This is how we came up with the brand communication #SayHelloToPerfection.
It was a 360-degree launch, where we set up very premium product imagery, created enough intrigue about the product before and after the launch. We also created extremely detailed listings on Amazon to highlight all its unique features,
conducted various online and offline activities to attract pro chefs. This shaped up a community of home chefs who identified with a similar belief in food.
Kunal Kapur of Masterchef fame, one of the country’s most renowned chefs, along with the Chef Kelvin of Bastian fame, became the flag bearers of this community as they endorsed the mixer since its launch. To make this network wider, we collaborated with chefs such as Chef Deeba Rajpal, Chef Anahita Dhondy Bhandari, Chef Meghna Kamdar, Chef Neha Shah, Chef Vishesh Johny, Chef Sanjyot Keer, Chef Chinu Vaze, Shivesh Bhatia, Chef Aarti Satheesh, and many more.
By now, the brand has come to the point where, more than the brand, the community and the fans speak for the brand now, and there is absolutely nothing we are more proud of.