Philips – Taste of Love
Philips Kitchen Appliances had a clear-cut brief for their Valentine’s Day Campaign. The brand was looking to increase sellout and boost top-of-mind awareness (TOMA) for their kitchen appliances category by associating the brand with Valentine’s Day and the profound love Indians have for food. Given that in India, food is deeply intertwined with every celebration, festival, and significant life moment, the objective was to position Philips Kitchen Appliances as the enablers of this love, especially during the month dedicated to love.
The campaign idea was to not just bring out the love for food but go a step beyond by doing something that makes the audience think. The idea was to challenge the stereotype that women cook (the cliche of the way to man’s heart is through his stomach etc) and ask questions about how well you know what she likes. And then a carefully crafted stimulus that suggests that a man should roll up his sleeves and make something that touches her heart and soul.
The creative articulation of the campaign was a simple yet evocative question: What shape is the heart of your Valentine made of? The central message, Make, not buy, encouraged people to express their love by cooking something special for their loved ones, rather than opting for typical store-bought gifts. This idea was brought to life through a captivating print ad featuring the headline, “Is her heart pizza-shaped?” which immediately set the tone for the entire narrative. The campaign did not just stop at love for Pizza but when beyond to 15 other cuisine that are popular across 15 key target cities. The agency did over 15 different rendition of the ad which was published in the city pages of national newspaper. The campaign’s reach was further extended through digital, social, and eCommerce platforms, as well as in-store promotions, ensuring widespread engagement.
A standout aspect of the “Taste of Love” campaign was the use of AI to create visuals in the shape of local cuisines. The campaign’s visual identity featured all food imagery shaped into hearts, creating a distinctive and memorable visual language that stood out amidst the typical Valentine’s Day advertising. Ever saw a heart shaped Jalebi or a Dhokla? The campaign’s visual identity featured all food imagery shaped into hearts, creating a distinctive and memorable visual language that stood out amidst the typical Valentine’s Day advertising.
