In the hyper-premium London housing market, people design two types of kitchen. Kitchens that are for looking at and those that are for cooking in. We wanted to appeal to the premium customer who still believes that kitchens are at their most beautiful when they are being cooked in.

Top chefs share this mentality, and those same chefs always choose Miele for their own kitchens. So we brought these chefs into the kitchen design inspiration process with Miele’s Chef-Inspired Kitchens.

Our target audience was reached by featuring elements of the series in a selection of design-focused blogs like Dezeen and Design Milk, and consumer-focused platforms like Houzz.

Throughout the campaign, traffic to the website

increased by 150% over benchmark. Our hero

film was viewed just under a million times. We

saw bookings to their Experience Centre cooking

courses sell out weeks in advance, so much so that the brand had to increase their capacity to meet demand.