In KitchenAid’s latest social driven campaign, the brand is having its appliances and eating them too.
The campaign, developed with creative agency Zulu Alpha Kilo, sees the brand partner with Toronto-based hyper-realistic cake artist April Julian of Netflix series Is It Cake?, a baking competition show in which contestants make hyper-realistic looking cakes and baked goods in attempt to fool the judges.
KitchenAid’s visual stunt recreates some of its most recognizable appliances – including, perhaps fittingly, a stand mixer – using cake. Over the course of a minute-long video, Julian’s handiwork is showcased as she slowly creates three delicious KitchenAid appliance replicas, before the question is posed of the viewer: real or cake?
“Making a tasty facsimile of an appliance with that appliance felt like the perfect expression of all that is possible with KitchenAid brand,” says Michael Siegers, creative director at Zulu. “By combining the worlds of baking and art, KitchenAid aims to capture the imaginations of makers, creators and food lovers alike.”
The goal is to tap into a social media trend that inspired the show, but the campaign doesn’t stop with the video alone. The brand is also challenging Canadians to attempt to bake their own delicious duplicates, and make it the next effort they share online.
“For those who love to create, this campaign is a reminder that the kitchen is a place of joy, discovery and creativity – especially when KitchenAid appliances are involved,” adds Janice Ryder, country manager for KitchenAid Small Appliances.
