Cook for the Cure, a partnership of KitchenAid and the Susan G. Komen Breast Cancer Foundation, produced by Saatchi & Saatchi
KitchenAid studied its marketplace and found that the appliance category was of such low interest that 805 of consumers could not recall the brands they owned. To differentiate itself, KitchenAid chose to work with the Komen Foundation to inject a touch of pink ribbon into the “sea of white” that confronts appliance customers when shopping and stay top-of-mind with them.
The program started in 2001 with a $50 donation by KitchenAid with purchase of a pink version of its popular stand mixer and grew to include a $50 donation with purchase of major appliances during National Breast Cancer Awareness Month. In 2002, KitchenAid worked with Gourmet magazine and celebrity chefs to encourage those with a culinary passion to host ‘dinner with a purpose’ fundraisers for Komen. The overall program was publicized with advertising in 26 publications, co-op advertising, point-of-purchase programs for retailers, direct mail, a dedicated Web site and product packaging.