By Claire Reilly
Samsung is set to bring some French prestige to its cooking appliance line-up with the announcement today that the brand has signed on renowned French-Australian chef Guillaume Brahimi as a new brand ambassador for home appliances.
The Paris-born chef is the face of a number of restaurants across Australia, including Bistro Guillaume at Melbourne’s Crown Entertainment Complex, and the iconic Guillaume at Bennelong fine-dining restaurant which is set to finish its residency at the Sydney Opera House at the end of the year.
As part of the partnership with Samsung Electronics Australia, Brahimi will be the spokes-chef for the brand’s new built-in cooking appliance range (now in retail), and will appear across “marketing and retail initiatives” for the brand, including advertising campaigns and store appearances. The first of these appearances is set for this weekend, when Brahimi will host an in-store cooking demonstration at Domayne’s Alexandria store in Sydney.
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“I am thrilled to partner with Samsung, a highly respected brand that I love and am proud to be associated with,” said Brahimi of the partnership.
“Samsung's new range of appliances will make cooking at home even more of a pleasure. As a busy chef with restaurants across Australia, I really appreciate the way their innovative technology is designed to make everyday tasks quick and easy to save me precious time that I can spend with my family and friends.”
Samsung Electronics Australia marketing director Arno Lenior was equally positive about signing Brahimi on as an ambassador for the brand’s cooking portfolio.
“Samsung is very excited to announce its collaboration with Guillaume Brahimi, who is one of this country’s most inspirational and acclaimed chefs who has helped Australia build its reputation as a leader in the hospitality industry,” said Lenior.
“Samsung is rapidly evolving its presence in the homes and kitchens of Australia through constant product innovation across our home appliance ranges that make for an easy, less complicated and high quality experience.”
Brahimi joins quite the stable of ambassador all stars at Samsung, including Olympian, James Magnussen, Paralympian, Ahmed Kelly, and the fine gents of the Qantas Wallabies rugby team.
He will also join other chefs of note that have held cooking demonstrations at Domayne Alexandria; Australian Gourmet Traveller magazine has used the Harvey Norman @ Domayne store for its Gourmet Institute cooking demonstration nights, allowing the retailer to align its cooking range with the clout of renowned chefs such as Dan Hong and Christine Manfield.
Guillaume Brahimi will be appearing at Domayne Alexandria (84 O’Riordan Street, Alexandria, Sydney) this Saturday, 27 July, at 1pm to show off the Samsung cooking range in his first public appearance as brand ambassador.
Samsung Electronics Australia managing director, SR Yoon (left), with the brand's new ambassador Guillaume Brahimi and Samsung marketing director Arno Lenior.