I had always hoped for a chance to work on KitchenAid. The brand’s heritage and timeless quality always appealed to me. With the acquisition of Maytag and the awarding of the entire portfolio to Publicis NY, I was given that opportunity. We positioned KitchenAid as a masstige brand that straddled the mass and premium markets. The biggest challenge was to transfer the love of their stand mixer to their large appliances. We tapped into the insight that food is often associated with powerfully emotional moments in people’s lives. The award-winning “Nourish the Soul” campaign was the result of brave clients who believed in the power of strategic storytelling to help reestablish a heritage brand.