The Master Series


How do you launch a range of high end, luxury household appliances to both consumers and retailers?

An integrated campaign to promote AEG’s new Mastery Collection of appliances, specifically targeting aspiring home chefs, in partnership with one of Australia’s best chefs and AEG brand ambassador Mark Best.  

Core to the campaign is an exclusive “Master Series’ which features cooking content created in collaboration with Mark, and specifically designed to take advantage of AEG’s range of innovative products & features.

With an emphasis on point-of-purchase (as a vital place for AEG to cut-through) the Master series has been developed specifically for retail, then built back out into broader channels.

Upon launch, the “Master Series” is only available to new and existing AEG customers only through a gated online portal, with social being used as a tease only to drive broader awareness.

Screen Shot 2017-10-27 at 11.42.12 amThe series featured mouth watering recipes and techniques, like how to cook the perfect rack of Kurabuta Pork.

Screen Shot 2017-10-27 at 10.14.16 am
Lessons were based around Mark Best’s cooking principles: Taste, Technology and Technique.

Screen Shot 2017-10-27 at 10.10.39 am
AEG customers have access to exclusive recipes from Mark Best to learn new skills and impress their guests.