Wusthof "Defines the Edge" with New Campaign

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."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

  • Patti Carpenter Talks Color and its Importance in the Home

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN August 2017 cover

    HFN's DIGITAL EDITION

    August 2017


    COVER STORY: Sharpening the Focus on Millennials

    Find out what makes Millennials tick when it comes to home decorating, shopping and at-home entertaining with HFN's annual consumer study. Turns out, Millennials favor the in-store shopping experience.


    ALSO IN THIS ISSUE:

    • Power of the People - Crowdfunding campaigns provide needed capital, feedback for home and housewares product launches.
    •  Omnichannel Retailing: Visual Search Takes Off - Learn how voice and visual search are revolutionizing product discovery.