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. For the launch campaign, we moved away from the category conventions of trophy kitchens and beautifully styled food. Instead, the appliances were presented as sculptural objects of art paired with manifesto-like language expressing the individualistic, uncompromising attitude of this audience.