Wusthof Sharpens its Edge With New "defining the Edge" Campaign
17 Apr, 2012, 10:17 ET
NORWALK, Conn., April 17, 2012 /PRNewswire/ -- Wusthof announces "defining the Edge," its new and multi-platform consumer marketing initiative that salutes and aligns itself with edgy young chefs and culinary professionals who share the brand's distinction of challenging the status quo in pursuit of excellence.
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The premium cutlery brand's comprehensive initiative begins this month with a new microsite with multi-media content – http://www.wusthofedge.com – national print and digital media advertising, social media, and public relations. The underlying message of "defining the Edge" is that Wusthof knives give home cooks an unparalleled "edge" in their kitchens.
"What's truly exciting about our new campaign is how relevant it is to today's food-centric and hyper-connected culture," says Annette Garaghty, Vice President of Sales and Marketing at Wusthof-Trident of America, Inc. "Younger adults in particular are keenly interested in discovering, sharing and interacting with their local, cutting-edge restaurant and food truck chefs, butchers, and favorite food bloggers. We're tapping into this passion by identifying and introducing to consumers risk-taking culinary professionals who are pushing boundaries in their local communities."
Created by AGENCYSACKS, Wusthof's New York City-based advertising agency, "defining the Edge" begins by spotlighting three individuals selected after an extensive nationwide search for under-sung local food heroes: The Rebel, Richie Nakano; The Poet, Camas Davis; and The Believer, Jonathon Sawyer.
San Francisco-based Richie Nakano is the owner and chef of Hapa Ramen, a pop up food stand at the Ferry Plaza Farmers Market. Later this year, Nakano is opening Hapa, his first brick and mortar ramen noodle restaurant, which will focus on non-traditional Japanese ramen cuisine using modern techniques, such as sous vide and low-temperature stock-making, along with the use of fresh ingredients from the best local farmers.
Camas Davis is founder of Portland Meat Collective in Portland, Oregon. Prior to learning the art of butchery, Davis was a food and travel journalist in New York City. In 2009, she started her traveling butchery classes, and currently she is creating a meat-focused CSA (Community Supported Agriculture) to help consumers purchase sustainably raised, local meat directly from small Oregon farmers.
Owner and chef of The Greenhouse Tavern and Noodlecat in Cleveland, Ohio, Jonathon Sawyer is cited for having established one of the first sustainable food restaurants in Cleveland. He has trained under, worked with, and collaborated with acclaimed chefs Charlie Palmer, Michael Symon and Sam McNulty in New York City, Cleveland and Ohio City. The Greenhouse Tavern is a French and seasonally inspired gastropub with the distinction of being the first certified "green" restaurant in Ohio. Noodlecat is an American-Japanese mash-up focused on local ingredients and sustainability.
The Rebel, The Poet, and The Believer are introduced with engaging biographical web videos, filmed at their local venues, on http://www.wusthofedge.com a creatively designed microsite that anchors the new campaign. The short biographical videos, which demonstrate how they are defining the Edge, are complemented with technique-oriented cooking videos, such as How to Butcher a Chicken, Summertime Ramen, and Prepare the Perfect Steak, as well as recipes, knife skill tips, and other related content.
Richie Nakano, Camas Davis and Jonathon Sawyer are also featured in a series of full-page print ads, breaking this month in leading epicurean magazines. Digital ads will hyper-target the foodie culture, and follow this audience in its natural connection points with a mix of static units, video, rich media, custom videos, and content integration.
An integral component of "defining the Edge" will be social media initiatives on Wusthof's Facebook and Twitter platforms, including contests, live chats, and opportunities for Wusthof fans to participate in the nomination of future chefs and other culinary professionals who "define the Edge." A national public relations campaign targeting traditional and new media will also support the campaign.
Established in 1814 Solingen, Germany, Wusthof is a family-owned and managed company with a rich heritage and stellar reputation among culinary professionals and discerning home cooks for its premium-quality cutlery, knife sharpening tools and other cutlery accessories. The U.S. subsidiary, Wusthof-Trident of America, Inc. is located in Norwalk, Connecticut.
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