Franke Group, a Swiss manufacturer of commercial kitchen, bathroom and beverage systems, this week rolls out a global campaign called "Make it Wonderful."
The b-to-b campaign, created by Gyro London, is designed to unify the Franke brand under one theme and is targeted at restaurant owners, architects, designers and other professionals in the hospitality and commercial kitchen business.
"Too often emotion is ignored in our space, but our products exist in some of the most intimate of spaces," said Renato di Rubbo, CMO of Franke. "We are encouraging our customers -- big and small -- to make those spaces wonderful."
The 104-year-old company has five divisions: kitchen systems, foodservice systems, water systems, coffee systems and beverage systems. Previously, most of its advertising was done for separate divisions, such as commercial kitchens.
"We wanted to create a unifying vision to work across five very disparate divisions and bring them together with one voice and one mission statement," said Mike Shackle, executive creative director at Gyro London.
Franke hired Gyro over a year ago to begin working on a branding campaign. During conversations with Franke executives and customers, the theme of bringing "magic" to everyday experiences and "making everything wonderful" kept coming up, Mr. Shackle said. "Just those three words, 'Make it Wonderful,' create an emotional connection," he said. "It creates a very different way of thinking about what they do."
Gyro commissioned eight artists from around the world to draw illustrations showing how Franke helps its customers create wonderful experiences with its products, from making magical moments in kitchens to creating a personal oasis in the shower.
The campaign includes print ads, online ads, a website, events, in-store displays and content marketing. This week, the ads will roll out in Germany and Switzerland, with a continued rollout in regions including North America, Europe and Asia-Pacific. The campaign budget was undisclosed.
As part of the campaign, Gyro created a "Make it Wonderful" app, which lets users hold up their iPads in front of a space -- such as a kitchen or bathroom -- and see how Franke products will look in the environment.