Housewares brand Krups has launched a new national campaign, its first integrated marketing campaign.
The campaign, Delight in the Details, encourages consumers to find delight in the seemingly small details that make each day unique.
“Krups has always been known for precision. With Delight in the Details, we sought to evolve the brand in a way that leverages that heritage but reveals a more emotional, deeper truth about the category and consumers,” said Ben Cruz, cofounder and chief creative officer of A Different Kind of Animal, the New York-based agency behind the marketing message. “In developing every campaign asset, it was critical for us to capture delight – the sparkle in the eyes, that feeling of surprise or anticipation – and show it beside the unexpected detail on the product or food that makes the moment truly special.”
The campaign will highlight the newest product launches including a Waffle Maker, Toaster Oven, Coffee Maker and Super Automatic Espresso machine.
New York-based media agency Maxus strategized the 360-degree, multi-tiered paid media strategy to launch and support the campaign.
Thirty-second TV ads began appearing on select cable providers on March 27. An exclusive print and digital initiative will run across Hearst Magazines brands, including Delish, Country Living, Good Housekeeping, HGTV Magazine, Woman’s Day and Esquire. A highlight of the six-month campaign is a series of 20 how-to recipe videos, produced by Delish and the editors of each brand, marking the first large-scale, cross-collaboration video series for the food, recipe and entertaining site.
"We are excited to partner with A Different Kind of Animal, Maxus and Hearst to launch this initiative that has been years in the making,” said Michele Lupton, marketing communications director Groupe SEB. “Delight in the Details not only allows us to broaden our reach and introduce KRUPS products to a larger consumer base, but also is a mantra for our brand and rallying cry for our consumer. Throughout our 100-year heritage, KRUPS has dedicated itself to designing products that pay thoughtful attention to detail and this campaign embraces exactly that. It challenges us to continuously design appliances with 'the details’ in mind, whether that be adding additional functions for ease of use or taking product development one step further to ensure we are providing our shoppers with the best quality.”