Wusthof Expands “defining the Edge” Marketing Campaign Saluting Extraordinary Culinary Pros
Introducing: the Spark, the Outlaw, and the Maestro
NORWALK, Conn., May 15, 2013 /PRNewswire/ — Wusthof, the premier cutlery brand coveted by professional chefs and avid home cooks, announces “phase two” of “defining the Edge,” an engaging, multi-platform consumer marketing initiative that was first launched in spring 2012. The successful campaign, anchored by a media-rich microsite, www.wusthofedge.com, and extensive national and top-tier regional advertising in digital and print media, expands with the addition of three new chefs: the Spark (Amanda Cohen of Dirt Candy in New York City); the Outlaw (Katherine Clapner of Dude, Sweet Chocolate in Dallas); and the Maestro (Marc Vetri of Vetri, Alla Spina, Amis and Osteria in Philadelphia).
“We’re delighted to welcome three incredibly talented and passionate chefs to our iconic campaign, which has received very high praise from our retail customers and consumers, and strategically raises awareness for our premium knives among younger, ‘edgy’ food-loving consumers, a key demographic for us,” says Annette Garaghty, Vice President of Sales and Marketing at Wusthof-Trident of America, Inc. “We’re excited to implement a highly creative and breakthrough marketing campaign that salutes and aligns our brand with culinary professionals of all stripes – and tattoos! – who reflect Wusthof’s mission to keep challenging the status quo in pursuit of excellence.”
Available now for viewing on www.wusthofedge.com, the campaign’s new roster of chefs are simultaneously introduced to consumers with evocative documentary-style videos that reveal each chef’s values, motives, inspirations, challenges, and distinctively defined attitudes about how their craft, and how the food they prepare contributes to the betterment of our culture and society. The microsite will include numerous instructional web videos filmed on site at each chef’s venue, showcasing recipe demonstrations using Wusthof knives.
“The underlying message of our campaign is that Wusthof knives give the home cook an advantageous ‘edge’ in their kitchen,” says Garaghty. “The creative approach we’ve taken, including developing chef bio videos and edgy portrait-style print ads, speaks to today’s hyper-connected, food-centric consumer who delights in discovering, interacting with, and sharing chef and food-related information through posts on social media.”
The trio of chefs joining this year’s extended campaign was selected following detailed research conducted by AGENCYSACKS, Wusthof’s New York City-based advertising agency – and creators of “defining the Edge.” Beyond excelling in their respective culinary endeavors, each of the three personalities enthusiastically uses Wusthof knives, and has a strong presence on social media sites.
the Spark: New York City-based Amanda Cohen is the chef and owner of acclaimed restaurant Dirt Candy, and co-author of Dirt Candy: A Cookbook, which is cleverly rendered in the style of a graphic novel. Chef Cohen has carved out a unique niche in the restaurant world by serving highly creative and delicious vegetable-based dishes. Quick to point out that hers is not a vegetarian restaurant, Cohen’s goal is to change people’s perceptions about vegetables. In the chef video created for the campaign, Cohen makes the case that a vegetable has “as many parts to it as a cow.”
the Outlaw: Dallas, Texas-based Katherine Clapner is the owner and creative force behind Dude, Sweet Chocolate, an artisan chocolate brand with both an online presence and retail stores. A classically trained pastry chef with more than twenty years experience, and a master at her craft, Clapner takes extra pains to discover, source and experiment with fine ingredients not typically associated with chocolate, such as curry, tobacco, and olive oil. Free-spirited with a punk rock fashion sense, Clapner’s bio video begins, “I don’t like chocolate bunnies, and I don’t like candy hearts. I like chocolate skulls.”
the Maestro: Philadelphia, Pennsylvania-based Marc Vetri is chef and owner of four restaurants in his home town – Vetri, Alla Spina, Amis and Osteria – and author of two books: Il Viaggio Di Vetri: A Culinary Journey, and Rustic Italian Food. He is also a regular contributor to The Huffington Post. Having received many accolades and awards for his authentically traditional Italian cooking, Vetri also stands out for his devotion to philanthropic work, which includes the establishment of the Vetri Foundation for Children in 2009. Vetri’s eponymous charity focuses on teaching healthy living habits to at-risk children.
Established in 1814 Solingen, Germany, Wusthof is a family-owned and managed company with a rich heritage and enduring reputation among culinary professionals and discerning home cooks for premium-quality cutlery, knife sharpening tools and other cutlery accessories. The U.S. subsidiary, Wusthof-Trident of America, Inc. is located in Norwalk, Connecticut.