Ramey Stirs Up Attention for Viking Mixer


ATLANTA The Ramey Agency said it is set to launch a campaign for Viking Range Corp.'s new countertop stand mixer.

The print effort breaks in the November editions of Bride's and Gourmet magazines, according to Tracey Williamson, senior account executive at Ramey in Ridgeland, Miss. Insertions also will appear in the December issues of Cooking Pleasures, Fine Cooking and Saveur.

The "Whips, beats and coddles" campaign includes a photo of the mixer and a description of its different uses. Ramey copywriter Wes Williams said that the work introduces Viking's entry into the small appliance category to current and potential customers. He added that the focus of the ad is to highlight the powerful performance of the high-end mixer, as well as its mobility, lightweight and wide range of settings.

"Viking's flagship entry into the small appliance category has 800 or 1,000 watts of power and can handle anything from meringues to cookie dough," said Williams. "It is everything one would expect from a Viking appliance, and the ad makes a statement about Viking's reputation for quality."

Viking Range Corp., a producer of upscale kitchen and culinary products including refrigerators, ranges, cookware and cutlery, was founded in Greenwood, Miss., in 1987. Its 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.

Ramey has produced advertising for Viking since 1992. Campaign spending was not disclosed.