Here the man cooks
In «Amuse Bouches,» Reinhold calls for "Men in the Kitchen" for Annemarie Wildeisen's cooking magazine.
Amuse Bouches Reinhold calls for Annemarie Wildeisen's cooking magazine: "Men to the stove". Reinhold is already in his fourth year of advertising Annemarie Wildeisen's cooking magazine. The flagship of AZ Fachverlage now has a circulation of 100,000 per month. Among its readership of 316,000, 30 percent are men. Some of them are certainly worthy hat wearers. However, a majority of interest to the medium can be found in the "newcomers" category. And it is through this promising group that Reinhold now wants to get even more gourmets interested in cooking and the magazine of the same name. The magazine already contains the new "Cooking for beginners" section as a tool for this. In the advertising, this tool is presented as a signet that is somewhere between a hammer and a wooden spoon. The matching campaign has the claim: "Men to the stove".
The campaign not only works with witty motifs that take the topic of "men and cooking" and turn it into a slightly sexist joke. The upbeat advertising idea is also supported by the campaign: Annemarie Wildeisen is looking for the worst cook in Switzerland. For Reinhold Weber and consultant Marco Schönenberger, this idea is a strategy to use the man as an advertising figure to attract women as subscribers.
The campaign launched this week is intended to bring celebrity chef Annemarie Wildeisen to the fore as editor-in-chief of the magazine. Although, unlike Betty Bossi, she actually exists and cooks all the recipes herself, Wildeisen is only to be included in the advertising as a reliable name and less as a visible figure.
Reactions desired Weber is convinced that men's inability to cook as the subject of a campaign "will certainly lead to reactions". It is hoped that men will feel offended by this statement. That would be entirely in the interests of the cause. So far, Reinhold's direct advertising for cooking has generated a response rate of almost five percent. In an industry where one percent is already considered very good, "all potential addresses have probably been sucked dry", which is why they wanted to look for a new twist.
Correspondence about the competition for the worst chef can be found at www.maenner-an-den-herd.ch. You can also order a "starter subscription" here, as the trial subscriptions are called in this sophisticated campaign.
Andreas Panzeri
The campaign not only works with witty motifs that take the topic of "men and cooking" and turn it into a slightly sexist joke. The upbeat advertising idea is also supported by the campaign: Annemarie Wildeisen is looking for the worst cook in Switzerland. For Reinhold Weber and consultant Marco Schönenberger, this idea is a strategy to use the man as an advertising figure to attract women as subscribers.
The campaign launched this week is intended to bring celebrity chef Annemarie Wildeisen to the fore as editor-in-chief of the magazine. Although, unlike Betty Bossi, she actually exists and cooks all the recipes herself, Wildeisen is only to be included in the advertising as a reliable name and less as a visible figure.
Reactions desired Weber is convinced that men's inability to cook as the subject of a campaign "will certainly lead to reactions". It is hoped that men will feel offended by this statement. That would be entirely in the interests of the cause. So far, Reinhold's direct advertising for cooking has generated a response rate of almost five percent. In an industry where one percent is already considered very good, "all potential addresses have probably been sucked dry", which is why they wanted to look for a new twist.
Correspondence about the competition for the worst chef can be found at www.maenner-an-den-herd.ch. You can also order a "starter subscription" here, as the trial subscriptions are called in this sophisticated campaign.
Andreas Panzeri
