KITCHENAID

Problem:

Given that there are so many options for stand mixers, how do we remind people that the quality of the KitchenAid is worth paying for?

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Insight:

KitchenAid stand mixers are built to last through thousands of recipes, many years of use and countless triumphs in the kitchen.

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Idea: 

Prove the Stand Mixer's strength and durability by mixing up the hardest ingredients possible. A KitchenAid pop-up bakery, inside the Stand Mixer is mixing up tough ingredients (like cement and rocks) to create ridiculous treats like "concrete cupcakes", "cement cookies" and "brick brownies" that will last forever just like the Stand Mixer. Finish off by doing a proper demo with a fresh Mixer making classic cakes and brownies.