KKLD* worked with the world-renowned, Japanese chef and entrepreneur, Nobuyuki “Nobu” Matsuhisa,
to help Panasonic enter the built-in kitchen appliances market. Using Nobu allowed Panasonic to position themselves as the premium brand of choice and make the range relevant and exciting for today’s market. This was achieved alongside a strategy that focused on the gourmet and modern interior design audiences.
The result was that the brand’s premium positioning was cemented while the range’s claim to precision and perfection were also qualified. The range itself was presented in a kitchen designed with popstahl to give the imagery a contemporary feel while retaining the premium and stylish aspects.
Nobu and the built-in range were showcased together through high quality photography and illustrations presented inside the product catalogue produced by KKLD*. Using six-colour and silkscreen printing, the result was more than just product catalogue but a stunning visual journey through the history, recipes and philosophy of Japanese cuisine.
The campaign also covered print ads, online videos, point-of-sale, and video recipes to educate and inspire through the combination of Panasonic’s modern technology as well as their rich heritage.