Jenn-Air Targets Practical Cooks

LB Works print ads use new tag prior to product-line launch

With a line of small appliances making its debut later this summer, Jenn-Air aims to give its core stoves and ranges an updated and practical feel in a new campaign from LB Works.

The print effort is an attempt to depict the “practical indulgence” of high-end appliances, said Andrew Meyer, cd at the Chicago shop. One ad shows a kitchen completely styled in blue, save for a worn spot on the floor in front of the stove.

The work, which breaks in July issues of home-improvement and design magazines, introduces a new tagline, “For the love of cooking,” to set the stage for the Altrezzi line of countertop appliances scheduled to launch in August, said Kingsley Shannon, brand manager for Jenn-Air.