Ramey Puts Viking at Hearth of It All | Adweek
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Ramey Puts Viking at Hearth of It All

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ATLANTA The Ramey Agency said it has launched its latest work for Viking Range Corp. that showcase kitchens as the heart of all homes.

The Ridgeland, Miss., shop's campaign for the Greenwood, Miss., client includes print ads and television spots. Ramey has handled the Viking account since 1992, and recently introduced the company's flagship entry into the small appliance category, its new countertop mixer.

Viking produces upscale kitchen and culinary products including refrigerators, ranges, cookware and cutlery. Ramey's new campaign is an extension of previous work for the client in that it focuses on Viking's reputation for quality.

A 30-second commercial, titled "Our Apologies to Your Living Room," presents the kitchen as the nucleus of the home. Residents in two homes are hosting parties, but the living rooms are completely empty. All partygoers have gathered in the kitchen around an assortment of Viking appliances. The spot is airing on Fine Living Network and the Food Network, according to Ramey.

Print ads combine photos of Viking appliances and headlines such as "It could reduce cooking time. But why?" and "The television is going to miss you." The work is currently running in upscale epicurean, shelter and travel magazines such as Cooking Pleasures, Saveur and Fine Cooking.

Viking products are sold throughout the U.S. and Canada via a network of appliance distributors. The company, which has more than 30 international distributors, sells its wares in more than 80 countries.

Campaign spending was not disclosed.