Challenge

To eliminate the confusion between KitchenAid’s commercial and residential offerings by making foodservice professionals feel that KitchenAid Commercial is purpose‑built for the demands of their world.

​

Enemy

Competing brands have secured mindshare among foodservice professionals through relentless, consistent messaging. It’s time for KitchenAid Commercial to break through that noise—asserting its strength, credibility, and rightful place in professional kitchens.

​

Insight

Many chefs and foodservice pros honed their craft using KitchenAid residential mixers and blenders. They already trust the brand. What they don’t realize is that a dedicated KitchenAid Commercial line exists—engineered with the power, durability, and reliability required for the intensity of daily professional use.

​

Strategy

Capture the attention of foodservice professionals by reframing KitchenAid Commercial products not as everyday appliances, but as rugged, high‑performance tools built for serious culinary work. Spotlight the unmatched power and reliability of each product—and anchor the entire campaign with an iconic visual that reinforces the strength, endurance, and professional‑grade credibility of the KitchenAid Commercial brand.