Wüsthof announces “phase two” of “defining the Edgë,” an engaging, multi-platform consumer marketing initiative that was first launched in spring 2012. The successful campaign, anchored by a media-rich microsite, www.wusthofedge.com, and extensive national and top-tier regional advertising in digital and print media, expands with the addition of three new chefs: the Spärk (Amanda Cohen of Dirt Candy in New York City); the Oütlaw (Katherine Clapner of Dude, Sweet Chocolate in Dallas); and the Mäestro (Marc Vetri of Vetri, Alla Spina, Amis and Osteria in Philadelphia).
“We’re delighted to welcome three incredibly talented and passionate chefs to our iconic campaign, which has received very high praise from our retail customers and consumers, and strategically raises awareness for our premium knives among younger, ‘edgy’ food-loving consumers, a key demographic for us,” says Annette Garaghty, Vice President of Sales and Marketing at Wüsthof-Trident of America, Inc. “We’re excited to implement a highly creative and breakthrough marketing campaign that salutes and aligns our brand with culinary professionals of all stripes – and tattoos! – who reflect Wüsthof’s mission to keep challenging the status quo in pursuit of excellence.”
This spring and summer season, the new chefs “defining the Edgë” will also appear in FOUR magazine, a new quarterly luxury lifestyle magazine, as well as Elle Décor. Wüsthof’s third quarter ad campaign spotlights all three new chefs – Marc Vetri, Katherine Clapner and Amanda Cohen – holding large Wüsthof knives – with the headline: “When challenging the status quo, they come prëpared.” A call to action, “film series now playing at wusthofedge.com,” follows the headline and underscores the campaign’s goal of engaging consumers with the brand through access to highly watchable, inspirational, and shareable chef videos.