When Maytag owned Jenn-Air, it directly competed with KitchenAid in the premium appliance category. As part of the new portfolio, it was slotted in the super-premium position to differentiate it from KitchenAid. We focused on the epicurean who saw food as a means of expressing their passions and demanded only the best. Creatively, we moved away from images of trophy kitchens and beautifully styled food. Instead, we presented the appliances as sculptural objects of art paired with copy that expressed the individualistic, uncompromising attitude of this audience.