Innovative Brand Strategy for an Innovative New Brand
The commercial appliance industry was stagnant and hadn’t seen any real innovations in the last 20 years. The team developing the Hestan brand saw a chance to change that. The challenge was to create an innovative brand strategy to launch Hestan, this unknown brand, as a leader in the commercial space.
Hestan worked closely with chefs across the U.S. and purposefully built a product line with superior features and reliability. Ramey built a brand strategy around the Hestan team, who had a combined 100+ years experience in the category – and the true innovations they were bringing to the market.
Ramey created an integrated brand campaign to launch Hestan to the trade. A bold print and digital campaign, video, microsite and social media presence started the industry buzzing, and was capped off by a launch party with top chefs from around the U.S., Culinary Institute of America graduates and colleagues, and key media partners. The celebration continued for three days with events and tours of Hestan’s state-of-the-art showroom, test kitchen and manufacturing facility.
Orders began rolling in before the three-day event was even complete. As Hestan won two Kitchen Innovations Awards, the team was able to enlist one of the most renowned and distinguished chefs in the country, Thomas Keller, as Hestan’s spokesperson and brand ambassador. Within 3 months, Hestan’s social media following also surpassed competitors and continues to gain traction within the chef and culinary community. Now Hestan is ready to take on the residential market with a high-end outdoor grill line in 2016, with indoor kitchen appliances following thereafter.
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