Wüsthof announces the launch of “defining the Edgë,” its new and multi-platform consumer marketing initiative that salutes and aligns itself with
“edgy” young chefs and culinary professionals who share the brand’s
distinction of challenging the status quo in pursuit of excellence.
Wüsthof’s new and comprehensive brand initiative begins to roll out
in April with national print and digital media advertising, a new microsite with multimedia content, social media initiatives, public relations,
and promotions. The underlying message of “defining the Edgë” is that
Wüsthof knives give home cooks an unparalleled “edge” in their kitchens.
“What’s truly exciting about our new campaign is how relevant it is to
today’s food-centric and hyper-connected culture,” said Annette Garagh-ty, vice president of sales and marketing at Wüsthof-Trident of America,
Inc. “Younger adults in particular are keenly interested in discovering,
sharing and interacting with their local cutting-edge restaurant and food
truck chefs, butchers, and favorite food bloggers. We’re tapping into this
passion by identifying and introducing local food heroes to consumers in
ways that also provide an opportunity for targeted consumers to learn
about and purchase Wüsthof products.”
“defining the Edgë” will spotlight three individuals in the initial 2012
rollout, who were selected after an extensive nationwide search: Richie
Nakano, Jonathon Sawyer and Camas Davis. In addition to excelling
in their respective culinary endeavors, the three selected individuals
are enthusiastic Wüsthof users, and have a strong presence on social
Nakano, Sawyer and Davis will be individually featured in a series of
full-page print ads, which breaks in April and targets leading epicurean
magazines. “defining the Edgë” digital ads will hyper-target the foodie
culture, and follow this audience in its natural connection points with
a mix of static units, video, rich media, custom videos, and content
integration. The goal is to have consumers connect, interact and take
an action (e.g., clicking through to the microsite, passing along a video
or posting on a social media site).
The campaign also includes the April launch of a media-rich, Wüsthof.
com “defining the Edgë” microsite, www.wusthofedge.com, where the
two selected chefs and butcher will be on view with Web videos filmed
at their local venues that include cooking demonstrations, recipes,
knife skills tips and other related content.
Wüsthof Launches “defining the Edgë”
Chelsea Schlunt, managing director of Kuhn
Rikon USA, will expand her leadership position at the company with full responsibility
for day-to-day operations, as Rudy Keller
takes on a new role in 2012. Keller will
focus specifically on new products and the
next phase of development and growth for
the company, as chairman of the board of
Kuhn Rikon USA.
Steve White will continue as vice president
of sales & marketing, reporting to Schlunt.
“I’m excited that we have the right management team in place for growth with continuity. Superior new product development has
always been the ‘secret sauce’ of the Kuhn
Rikon franchise, and with Chelsea in place
as managing director, I’m able to focus my
energies on new products and initiatives,”
Keller has managed Kuhn Rikon USA since
its founding in 1988. Then an export manager at Kuhn Rikon headquarters in Rikon,
Switzerland, Keller moved to the United
States with his American bride to introduce
Euro-style cooking to the American market.
Adapting Swiss culinary traditions to the
American lifestyle, the Kuhn Rikon line includes world-renowned Duromatic Pressure
Cookers, specialty cookware, cutlery, Safety
LidLifters and award-winning Cook’s Tools.
Schlunt joined Kuhn Rikon USA in the newly
created position of managing director in 2011.
Kuhn Rikon is the number one brand of
Swiss cookware and cooks’ tools, marrying
Swiss design with American ingenuity to
make cooking seriously fun. For more information, call 800-662-5882 or visit www.