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Something is Cooking

A creative strategy and a payoff for Master Kitchen, a new brand of kitchen appliances

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Role: Copywriter
Client: Masterkitchen
Year: 2018

Master Kitchen is a brand of mid-range kitchen appliances launched in 2018. Approached by branding and design agency Consilia, I contributed to setting the tone of the brand’s verbal identity by writing the copy for its first communication materials.

When it came to finding the right payoff for the launch, I focused on the novelty that the brand introduced in the pre-existing hierarchy of home appliance companies. The choice fell on “Master Kitchen. Something is Cooking”, which refers to the realm of cooking while teasing the idea that something new is about to enter the market. The payoff also helped to set a warm, cheeky tone of voice, which I later applied to their first catalogue. 

Agency: Consilia

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