Miele launches its largest ever brand campaign

Miele has introduced its largest ever global brand campaign, Life Beyond Ordinary, highlighting the unique technology found in the Generation 7000 product range, recently launched in the Australian market.

The campaign features across free to air, catch up and connected TV, as well as print and digital touch points, encompassing Miele oven technology such as the wireless food probe, FoodView and TasteControl, the Miele combi steam oven, combining the most innovative oven and powerful steam oven in one, and the Miele full-surface induction cooktop with intelligent pan recognition.

In collaboration with creative agency Select World and international chefs, including Brazilian chef Helena Rizzo and Kyle Connaughton from Michelin starred Single Thread in California, the campaign showcases the ease, comfort and creative flow made possible through Miele’s Generation 7000 range, set among floral ice installations from artist Azuma Makoto.

Miele Australia and New Zealand marketing director, Michele Laghezza said the Generation 7000 provides Australians with a new cooking experience and enables chefs of all experiences to focus on their creativity in the kitchen.

“Generation 7000 is a real labour of love for Miele and a true testament to our guiding ‘Immer Besser – Forever Better’ philosophy,” he said.

“User experience has been placed at the very heart of the design, as always, ensuring our cutting-edge appliances integrate seamlessly into our customer’s lives and operate intuitively with ease and comfort. We are so excited about this campaign and have committed the largest media investment in the history of the brand in this market ever to support it. Customers can expect a new level of cooking effortlessness, with all unnecessary steps and interruptions eliminated to allow for perfect results. Simply put, the range will help Australians live a life beyond ordinary.”

Miele’s Generation 7000 range follows more than five years of research and development, involvement of 10 Miele factories, 15 different categories, four design lines and 353 appliances globally, making it the largest launch in the company’s 120-year history.

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