Agency debuts groundbreaking True to Food™ platform for new Signature Kitchen Suite luxury appliance brand
Published on, January 24, 2018
Amusement Park is bringing something back to American kitchens that has been all but lost in recent years – respect for the food – and linking it to Signature Kitchen Suite, the new brand of luxury built-in kitchen appliances from global home appliance leader LG Electronics.
The Santa Ana, Calif., advertising agency created True to Food™, a groundbreaking marketing platform celebrating the often-unheralded expertise required on food’s journey from field, farm and ocean to plate. Encompassing integrated web, social, video and dealer elements, the integrated campaign examines specialists’ roles in the preparation of extraordinary cuisine – from the butcher, baker, farmer and fisherman to the creators of high-precision kitchen appliances.
An integral part of Signature Kitchen Suite’s launch campaign is the identification of the “Technicurean,” an emerging group of socially conscious consumers that are as passionate about cooking as they are about their technology, especially the latest products that can perfect their meal and ensure a greater respect for their food.
“From the soil and the sea to the plant and animal, good food follows an extraordinary and often unknown journey to the plate,” said Jim Riddle co-creative director on the campaign. “The idea that Signature Kitchen Suite considers the last step in that process – cooking and in-kitchen preparation – to deserve the same serious consideration led us to the idea for ‘True to Food.’”
“Being true to food means knowing where your food comes from, appreciating what it takes to bring it to your table and making sure it is prepared in the best way possible – a promise that is at the heart of the new Signature Kitchen Suite brand,.” added co-creative director Steve Harbour.
As Signature Kitchen Suite’s lead advertising and creative agency, Amusement Park is developing separate-but-integrated campaigns targeting designers, architects, builders and, ultimately, consumers looking for leading-edge technology that provides more flexibility and more precision in built-in luxury kitchen appliances.
The campaigns will encompass marketing-related activities associated with the 2018 consumer rollout of a new high-end kitchen appliance brand and product line including brand-building, creative, advertising, web-development, digital, social, influencers and special events.
The first True to Food webisode focuses on a specialty butcher to highlight Signature Kitchen Suite’s exclusive sous vide feature. Future videos will spotlight artisan fishermen, farmers, bread makers, winemakers and other food experts equally committed to their craft.
As one of the oldest and most acclaimed advertising agencies in Southern California, Amusement Park has close to three decades of brand-building experience. Past and present clients include Dole, Toshiba, Yamaha, Hilton, California Avocados and El Pollo Loco among others. Complementing this branding expertise are world-class capabilities in branded entertainment and content development, as evidenced by recent partnerships with JBL and Mondelez.