Our client and their challenge
Kenwood, the premium manufacturer of home appliances, approached big group to manage a publicity driven Trade Day to launch their new “Kenwood Can” campaign. To create a memorable and effective experience for Kenwood trade buyers, we negotiated, branded and managed a landmark venue, supplying all AV, staging and content filming for multi-channel sharing of the event.
The ambition was to set a new Guinness World Record in front of a valued trade audience. With the date falling on Shrove Tuesday, our events team proposed a number of on location activities involving, guess what? Pancakes! This resulted in achieving a new world record for the longest line of pancakes, beating the previous record of 110m set by Nutella in 2017.
On the day, there were over 100 trade partners invited to the Tottenham Hotspur Stadium where Kenwood presented their new ‘Kenwood Can’ brand and latest products.
We wanted to create a multi-facetted experience that exceeded expectations. Working closely with our client and the Guinness World Records Team we built a structure large enough for us to create the longest line of pancakes at 130 metres long. This produced a total of 1,135 12cm diameter pancakes that were positioned on top of a giant Kenwood logo structure.
The 100 guests were invited to mix batter and make pancakes using De’Longhi MultiGrills, Kenwood Chef food mixers and Braun Hand Blenders.
As part of the day and following presentations from the Kenwood team, 2 Michelin Star Chef Raymond Blanc OBE was invited to cook a 3 course meal for all guests and he also showed us how to make the perfect Soufflé.
As a result we were able to assist Kenwood in achieving a new Guinness World Record at the Tottenham Hotspur Stadium for the longest line of pancakes ever made! Kenwood also successfully launched their new campaign ‘Kenwood Can’ to their trade partners, reaching their community of trade buyers with a multi-sensory experience that successfully highlighted the brand, the equipment, and the ambition of Kenwood.
Event day social media stats:
- Raymond Blanc Instagram stories: 38,400 views
- GWR & Kenwood Facebook Live streams: 174,000 and 67,000, combined total of 241,000 views
- THFC stadium Instagram: 13,000 views
- A number of social media influencer were invited to the day with a combined social reach of 252,965 views.
For more information about this project, please contact us.