Having the right tool for the job is important--especially in the kitchen.
That's the message of a new $10-15 million campaign from Saatchi & Saatchi, San Francisco, for online cooking supplies retailer and resource Cooking.com. The national TV and print effort tells consumers they can find the cooking tools they need by visiting the Web site.
One TV spot shows a family gathered around the dinner table. As Mom brings out the turkey, the other family members put on goggles. It isn't a strange family ritual--they're protecting themselves from the turkey meat that starts flying as Mom carves up the bird with a chain saw.
A voiceover intones, "If you need it, we've got it. Cooking.com. Cookware. Recipes. Gifts."
Print ads, breaking this month in consumer and specialty cooking magazines, also show people using odd tools in the kitchen, and offer Cooking.com as a solution.
"The overriding strategic premise we have is that Cooking.com has whatever you need to get the job done," said Julie Bauer, general manager of the Saatchi office.