WILLIAMS-SONOMA
+ Talent Identification, Negotiation
+ Entertainment Strategy
+ Content Creation
+ Experiential Platforms
Williams-Sonoma found themselves missing out on a large demographic of potential consumers: young males/bachelors/single men, casual cooks and new home owners.
Williams-Sonoma asked UEG, “Who would appeal to these demos?”
RIGHT TIME, RIGHT PLACE:
UEG identified young chef duo, Michael and Bryan Voltaggio (Top Chef season 6 winner and runner-up). Together we created a 360 deal with these emerging chefs to raise the awareness of the brand among this untapped demo of males. The goal was to remove the stigma that Williams-Sonoma “is too expensive” and “cooking with the high-end products is too difficult”.
UNIQUE SOLUTION:
- Gain the advocacy of influential cultural icons in the culinary and health industries
- Develop high-engagement and useful in-store moments through the use of easy-to-use technology applications
- Seek integrations across highly relevant and frequently consumed content using the right properties and the right talent
- Utilize content on-line and in-store to increase consumer engagement time as well as drive new transactions
CREATING A PARTNERSHIP FOR THE FUTURE:
The brothers took such pleasure in working with the client that they will be signing on for another year. The partnership has truly been a win-win for both as the Voltaggio’s have been given a tremendous platform to grow their brands while Williams-Sonoma has engaged their elusive younger demographic.
The future looks bright: Williams-Sonoma and the Voltaggio brothers are currently closing a TV deal with The Cooking Channel. This new show will feature Michael and Bryan on a cooking tour, experiencing various dishes around the country and then offering their spin on these regional dishes.
