Develop a long-term association with the UK’s top cookery schools so consumers increasingly regard Kenwood the preferred equipment for those who are serious about cooking.
The key here was creating a long-term strategy and not a short-term gimmick.
With this in mind Gastro created ‘The National Cookery School Guide’: the country’s first guide to the top 50 cookery schools in the country. Kenwood has been Headline Partner since the guide launched in 2016.
The guide is far more than simply a directory. The service it offers to users and the schools is expanding year on year. Critically, so are the opportunities it provides for Kenwood. On www.nationalcookeryschoolguide.com users can discover the top 50 schools, as chosen by a distinguished panel of cookery writers. They can read a comprehensive review and book a course directly with the school. We also created the UK’s first universal cookery school gift card that can be redeemed at all the schools. There is Kenwood branding across the website. There is also a Journal edited by the former editor of Mr & Mrs Smith that includes recipes, interviews and news from the 50 schools and also Kenwood.
In 2017 we arranged a three-week long editorial series with The Sunday Times Magazine alongside a Kenwood advertising campaign.
In 2017 we also created a series called Restaurant Recipes for corporate groups. Guests visit a NCSG school and are taught to cook celebrated dishes from a well-known restaurant by the restaurant’s executive chef. In the evening they visit the restaurant for dinner – hosted by the chef and including a kitchen tour. Examples include Michel Roux Jnr and The Ivy. Corporate clients include Amex Platinum.
In 2018 we created, and managed, a significant promotion in 23 key John Lewis stores across the UK, and online, with an offer to attend a complimentary ‘Kenwood Masterclass’ at one of the top cookery schools around the country, for anyone buying a Kenwood Chef mixer.
In 2019 we intend to rollout this scheme further, together with a ‘Try before you Buy’ scheme, for customers considering a Kenwood mixer. Many of the schools now use Kenwood mixers in their classrooms.
Kenwood have also been able to use our NCSG platform to offer complimentary NCSG Gift Cards to consumers as rewards and loyalty plays.
In 2019 the project expands further with plans to launch Chop! Chop! This will be a cookery book featuring recipes from the top 50 schools. We are in talks with one of the UK’s leading publishers.
Kenwood will have the opportunity to offer this book as an incentive to purchase their equipment – bringing yet more value to the partnership.