Whirlpool begins new Jenn-Air campaign
Whirlpool Canada has signed an endorsement agreement with Toronto chef and restaurant owner Mark McEwan in support of its Jenn-Air brand of kitchen appliances. McEwan will appear in all creative, digital activities and public relations activities for the brand, beginning with a new magazine ad depicting McEwan hosting a dinner party. The ad uses the copy, "Precisely the evening Chef Mark McEwan had in mind." The ad incorporates an augmented reality component which allows users of mobile devices to view a video of the party depicted in the ad. Advertising for Jenn-Air is handled by Red Lion of Toronto. "Partnering with Mark made sense for us on a number of levels," said Aleksandra Hoszowski, senior marketing manager for the Jenn-Air brand. "Jenn-Air is designed for those with discerning tastes who strive for perfection in every detail. Mark exemplifies these traits, as is evident through the success of his many ventures. As a trusted authority in the culinary world, his support for Jenn-Air enhances the brand's reputation as a technology and design innovator."