SieMatic Campaign Targets Wealthy Cooks
CHICAGO--SieMatic kitchen cabinets aren't for everybody, primarily because they cost around $75,000 for a full installation.
A print campaign from Lindsay, Stone & Briggs in Madison, Wis., attempts to push the brand name to well-heeled customers, who, if the ads work, will be asking their interior designers for the cabinetry by name.
"People are getting more involved in these decisions," said Harvey Briggs, creative director. "What we wanted to create was an idea of uncompromising quality."
The ads, tagged "Kitchens without compromise," show small photos of SieMatic kitchens, with most of the space devoted to subtle drawings of tomatoes or lemons against a colorful backdrop. The idea is to attract those who truly use their kitchens--enthusiastic cooks concerned about utility as much as quality and appearance.
SieMatic is a German company with U.S. offices outside Philadelphia. The ads appear in February issues of Architectural Digest, Traditional Home and Elle Decor.