KitchenAid will add DRTV to marketing mix

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KitchenAid, a division of Whirlpool Corporation World­wide, will launch a new DRTV campaign on November 3 to pro­mote its high-end stand mixer.

Produced by direct response ad agency R2CGroup, which the appliance brand has worked with for more than five years, the “KitchenAid America” campaign hopes to drive sales through a 1-800 number, online and at retail.

The campaign is being released in the fourth quarter because the mixer is a popular gift item, said Tim O'Leary, CEO and co-founder of R2CGroup.

The company filmed families around the country, including one that used the mixer in an annual bake-off and another that used it during a dinner party. “We went out to real people around the coun­try to show this is a serious part of a chef's life. It was very testimonial-based,” O'Leary said.

The creative consists of 60-sec­ond, 120-second and 28.5-minute spots. A transactional microsite, www.buykitchenaid.com, also has been launched for the campaign.

R2Chas put an operations team in place to get more consistent reporting between the site and the call center.

“It's getting more complicated [to track DRTV campaigns], especially when you have the product available in so many places,” O'Leary explained. “We get a lot of clients that don't have that level of integration, so they don't know how successful their campaign really is.”

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