On Friday, a new culinary content platform joined the multitude of websites vying for the serious home cook’s attention. It has a variety of articles on how to steam banana leaves, growing seeds, and the history of tea in America.
The marquee, however, is a short film developed and directed by the creative business Idea Farmer with the title The Possibilities of Honey. The video was shot on location in Hawaii, Colorado and California and shows viewers breathtaking overpasses of waterfalls and volcanic banks. We see close-ups of dripping honeycombs and slow-motion shots of bees laden with nectar. Most edifying, however, are the artisan segments discussing how artisanal honey is harvested, blended, and fermented into mead.
If you haven’t checked the URL, you may think the website is the latest on the Food Network or an offshoot of Saveur magazine. But no; The possibilities of honey are brought to you by KitchenAid.
Why is a 101-year-old company best known for electric mixers investing in a new portal called KitchenAid Stories and a high-production video dedicated to a tasty but non-essential food like honey? To hear KitchenAid’s Senior Brand Manager Megan Walters-Pirri, the company is thinking more expansively and deviating from traditional games about device performance in order to connect more broadly with the manufacturing movement.
“There is a rich global community of creators from all over the culinary world looking for content that matches their passions,” said Walters-Pirri. “The platform is a place where we can share and celebrate unique maker stories with all of our consumers.”
The approach of polishing the perception of a brand with high-quality content that is only tangentially related to the core product is not new. For example, Ritz-Carlton has a website called The Journey, which has content on topics such as global whiskey production, the Berlin State Opera and clothing suitable for the desert. These issues may have nothing to do with booking a room, but they are all in the same socio-economic orbit as the discerning global traveler looking to stay at the Ritz.
Similarly, Walters-Pirri added, the goals of the craft honey video don’t have to be to find a recipe that calls for honey and then make it on your KitchenAid range. When the content whisks viewers into the culinary spaces they want to be in, the job is done.
“Our goal as a brand has always been to inspire all manufacturers in the kitchen. This includes senior chefs as well as those who may be just getting started, ”she said. “However, we understand that these different manufacturers are also looking for inspiration outside the kitchen to delve deeper into their creative process. KitchenAid Stories closes this gap. “
Or is it? Given today’s short attention spans and consumers’ propensity to research product attributes before making a purchase, a deep dive into artisanal honey can be a few too many steps away from what a consumer looking to buy a refrigerator or blender really needs .
“The KitchenAid brand is still a mainstream brand in the appliance world despite the fact that it sells high-end items,” said veteran branding consultant and Shift Ahead writer Allen Adamson. “[A video on honey is] A foodie story that literally has nothing to do with what they’re doing. After watching a video about honey, the journey back to why I should think about KitchenAid is a long and winding road. “