Strategic Process: KItchenAid
Problem:
The Covid Vaccine and the reopening of the country are the perfect excuses for people to break up with their Kitchens. My team and I were challenged to maintain the role of the kitchen in a post-Covid world. While KitchenAid believes in telling stories about people and food, they leave out their consumers' stories.
Research:
We found that millennials are moving out of cities and into the suburbs into new homes at an unprecedented rate. They are also feeling burnt out, isolated, and craving connection with their peers.
Creative Platform:
KitchenAid x Nextdoor: Strong Communities Start Nextdoor
This new platform is a combination of these brands’ biggest goals going into 2021: connecting people who value empathy and desire to care for each other. The platform will be present in Nextdoor communities across the country and inspire neighbors to make new connections over the shared love for cooking.
