KitchenAid has unveiled a new television campaign “I got it from my… ” ahead of Mother’s Day to celebrate the moments when consumers reach out to loved ones to ask for signature recipes.
The campaign starts on 31 March until 11 May.
KitchenAid senior marketing manager Michelle Lam said: “We believe as category leaders, KitchenAid’s major campaigns such as Colour of the Year, Mother’s Day and Christmas help drive demand ahead of key retail events. And when we work hand in hand with our retail partners, to bring these promotions to life, we both benefit from commercial success.
“KitchenAid’s products live in the heart of the family home – the kitchen, and also in the heart of our consumers. Our products help bring joy, create memories and a sense of connection every time they are used.
“This Mother’s Day campaign, “I got it from my… ” celebrates the moments when we reach our loved ones to ask for their signature recipes. Whether it is from a mum, friend, dad or sister. KitchenAid is proud that we help play a small part in how our consumers stay connected, share and pass down these recipes, like love notes.”
Lam added that during the recent tough economic times, consumers’ propensity to buy a home appliance has been softening,
“The category saw a welcomed bounce back in Quarter 4, 2024 but those consumers that have purchased were carefully evaluating what to buy and when to buy. They are choosing to wait for key retailer promotional periods in order to part with their hard-earned money and are looking for brands that they can trust.”