How do you continue the conversation after the purchase of a premium steam oven? That was our challenge from our client Electrolux who needed a strategy to make this phase of the consumer journey more welcoming.

A new approach
The post-purchase phase has traditionally been dry and uninviting with technical ‘How to’ manuals and important appliance registration requirements. Research showed that consumers felt cooking with steam was a radical change, so we had to educate while still appealing to an audience who love to cook.

A little added extra
We decided to bring the joy of food to life. Upon registration, loyalty was rewarded with a cookbook that invited consumers to enjoy cooking with a secret ingredient: steam. The many delicious recipes inside help unlock the secrets of their new oven.

Tell the world
Everyone has their own secret ingredient that they use to create amazing tastes. Our creative idea invited consumers to join a bigger conversation #SecretIngredient and share taste stories of their own.

Photography: David Loftus
Food stylist: Nico Ghirlando