Get Back in the Kitchen

BACK TO OUR WORK

CLIENT:

AEG

COMPLETED:

2025

CATEGORY:

SOCIAL MEDIA, DIGITAL SERVICES

We inspired people to reconnect with their kitchens by telling them to “get back in the kitchen”, but in a far more positive way than historical uses of that term.

Through creators, content and press coverage, AEG became the kitchen accomplice to achieve cooking ambitions with.

We wanted to continue the work started by our Don’t Wash Your Clothes campaign, but with a fresh take in the kitchen this time, rather than with your laundry, and show how AEG’s new range allows people achieve their cooking ambitions.

the challenge

Proving AEG is the match for your cooking ambitions.

THE SOLUTION

Redefining a loaded phrase

Declining time spent in the kitchen, due to a lack of motivation and a reliance on convenience, led us to explore the phrase “Get back in the kitchen”, often used in a misogynistic way.

This would give us the bite the campaign needed, while our creative expression of the campaign would keep us far away from any negative connotations.

THE execution

Kitchens as a social connector

The campaign had three key elements, the core of which was the influencer partnerships that gave foodie creators a brand identity for their home kitchens, playing on the trend of first-name casual dining spots (hello Rita’s, Jolene, Mildreds et al). This saw us create six unique restaurant brands, with everything from signage and clothing to dinnerware and even oven gloves.

Secondly, a PR element of our campaign explored the relationship we have with our kitchens and the untapped potential of the room and what could be created within it. Research pointed towards a real desire to better connect with spaces, friends, family and of course food.

And lastly, we applied our creative platform to the cultural agenda, showing how AEG’s new range brought a sense of calm to kitchens by contrasting the world of professional kitchens (inspired by The Bear season four) with the at-home experience. Carmy could never be this calm.