Business Products & Services



Client: Maytag Canada – Jenn-Air Division, Burlington, Ont.

Campaign: Turning Up the Heat

Agency: iLeo – A Leo Burnett Company, Toronto

Creative Director: Shirley Ward-Taggart

Copywriter: Len Preskow

Art Director: Bonnie Journeau

Photography: Jenn-Air images and Dieter Hessel

Director (print): Gladys Bachand

Print Producer: Anne Peck

Jenn-Air, an established luxury appliance brand in Canada, faces increasing competition from a growing roster of both mid-range and high-end brands. In the spring of 2002, Maytag Canada launched a major sales and marketing renovation to revitalize the brand. Key to this was the decision to remodel the entire Jenn-Air dealer network by moving to a much leaner and focused network of around 100 preferred dealers nationally – essentially, the best appliance dealers in the business.

This campaign was designed to create excitement around the Jenn-Air relaunch, to motivate 100% of the selected dealers to sign on and become part of the new, preferred Jenn-Air network.

Driven by the line ‘Jenn-Air. Turning Up the Heat,’ the creative elements reflected the high-end look and feel of the brand. Initially, two teaser mailings with custom premiums (meat thermometer and pot holder) were mailed to prospective dealers. Both carried an intriguing ‘Something HOT is happening’ message.

Next, senior Jenn-Air sales executives hand-delivered a special Jenn-Air presentation portfolio to targeted dealers. Used in high-level, face-to-face presentations, the portfolios featured an involving ‘Turning Up the Heat’ opening device, and included a silver pen to encourage immediate signing of the enclosed dealer contract. A special event invitation brought the ‘Turning Up the Heat’ concept uniquely to life via a gas cooktop burner visual that ‘ignited’ when the card was opened.

The campaign delivered a 127% response rate, attracting dealers who were not even part of the initial select list.


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