With a mandate to raise awareness for a luxury kitchen brand among affluent homeowners and designers attending the Dwell on Design show in Los Angeles, we concepted and staged a “cook-off” in collaboration with a non-competing brand and its agency. We recruited design influencers to join the fun by making various dishes on the show floor that were judged by a professional chef.
Banking on Top Chef wannabees attending the show, we packed the booth with dozens of hands-on booth spectators attracted by the action as well as the amazing aromas. The event generated 3 million earned impressions that included conversational lift on social media. Both brands increased their social followings and positive key messages. The cook-off also captured the attention of Dwell magazine editors, resulting in follow-up coverage.