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Wolf Ranges: NO PLACE LIKE HOME

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AGENCY: The Miller Group/Toluca Lake, Calif.
CREATIVE DIRECTOR: Renee Miller
ART DIRECTOR: Dino Santilli
COPYWRITER: Renee Miller
PHOTOGRAPHER: Cary Okazaki
CLIENT: Wolf Range Co.
Wolf ranges, which for years were available only in professional kitchens, have recently begun moving into the consumer market. To herald the availability of their stoves for homes across the nation, the Compton, Calif.-based company is using a clever ad campaign that matches the no-frills look of the product.
A series of print ads from The Miller Group, Toluca Lake, Calif., positions the ranges as durable products and points up Wolf's stress on function over form.
The ads focus on the chef-size porcelain ovens, the heavy-duty burner grates and the cool-touch knobs.
They also point out the fact that Wolf ranges don't come in fancy colors and offer no sophisticated gadgets - qualities that are alluded to in the tagline 'If it doesn't improve the performance, you won't find it on a Wolf.'
Of course, Wolf isn't the first professional-quality cookware company to jump into the consumer market. But while other companies have taken a trendy approach to selling their wares,
Wolf emphasizes quality. 'The beauty is in the fact that the stove works so well,' says creative director Renee Miller.
Copyright Adweek L.P. (1993)