to the home
What if gourmet restaurant dining could be created in your home? This was the topic when Electrolux approached Grow for help with developing a brand in a new category of luxurious home-cooking appliances. A professional product range targeting a wealthy, food-savvy, entrepreneurial elite that put simply – want the best and are prepared to pay for it.
look to the best
Electrolux Professional products are the preferred choice for some of the world’s most esteemed chefs. Around half of all Michelin-star restaurants in Europe, and around one third worldwide, were at the time using Electrolux equipment. This provided an opportunity to fill a gap in the market and generate a halo effect for the entire Electrolux brand.
A fine dining
star is born
Creating a product category that nobody had previously imagined, presented a unique set of challenges for the working team. A major task was creating a name and approach that would resonate with the discerning target audience. The sparkling result – Grand Cuisine by Electrolux conveys the pedigree and the positioning of a new, ultra-luxury kitchen range.
“Electrolux Grand Cuisine is far more than a new range – it’s a completely new category. We needed an agency that could share our vision and contribute to the project with imagination, innovative strategic thinking, and high-end creative inputs. In Grow, we found that partner.”
Carina Malmgren Heander – Managing Director Electrolux Grand Cuisine