Wusthof "Defines the Edge" with New Campaign
April 18, 2012,
NORWALK, Conn.-Wusthof has launched a multiplatform consumer-marketing initiative called "defining the Edge," which highlights what a company statement called "edgy" young chefs and culinary professionals who use the company's cutlery products.
The effort begins this month with a new microsite with multimedia content, wusthofedge.com; national print and digital media advertising; social media; and public relations. The underlying message of "defining the Edge," the statement said, is that Wusthof knives give home cooks an unparalleled "edge" in their kitchens.
Produced by AGENCYSACKS, Wusthof's advertising agency, the program begins with videos spotlighting three culinary professionals: Richie Nakano, owner and chef of pop-up food stand Hapa Ramen in San Francisco; Camas Davis, founder of Portland Meat Collective in Portland, Ore.; and Jonathon Sawyer, owner and chef of The Greenhouse Tavern and Noodlecat in Cleveland. The biographical web videos cast each professional in a unique role, with Nakano as "The Rebel," Davis as "The Poet" and Sawyer as "The Believer."
Annette Garaghty, vice president of sales and marketing for Wusthof-Trident of America, characterized the campaign as relevant "to today's food-centric and hyper-connected culture." Noting its potential appeal to younger adults who have become interested in food, Garaghty said, "We're tapping into this passion by identifying and introducing to consumers risk-taking culinary professionals who are pushing boundaries in their local communities."