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Background
In the heart of modern urban life, a new generation is emerging that is redefining the rules of cooking. They aren't professional chefs, nor do they aspire to be; they are pragmatic "air cooks" who ingeniously overcome the lack of time and space. For them, cooking isn't a complex ritual, but a daily necessity that must be resolved quickly, cleanly, and healthily. They have traded fire for air, planning for improvisation, and perfect recipes for practical solutions, demonstrating that you can create elaborate dishes without being an expert and enjoy a barbecue without even owning a grill.
This paradigm shift represents a key opportunity for brands that understand that value no longer lies in culinary perfection, but in practicality and enjoyment. This new consumer isn't looking for utensils, but rather allies that allow them to effortlessly solve breakfast, lunch, and dinner dilemmas. It is now that the AirCook positions itself as the answer to their manifesto. By offering speed, cleanliness, and a healthier option, the AirCook is not just an appliance, but a tool that empowers this generation to enjoy flavor and creativity without the complications of traditional cooking.
Creative Idea
The creative idea was built on a powerful and memorable concept: "Air Fryers." This slogan encapsulates the essence of our audience and transforms the act of using an air fryer into an identity. Instead of focusing on technical features, we decided to talk about a movement, a new urban tribe that has chosen to trade fire for air. The campaign was designed to celebrate these everyday heroes who work magic in their kitchens in just 10 minutes, who cook up a "barbecue" in an apartment, or who solve all their daily meal dilemmas without dirtying a single pan. The creative focus wasn't on the product itself, but on the pride of belonging to this new generation of cooks
Insights & Strategy
In a world marked by the whirlwind of modern life, consumers face a daily challenge: preparing meals without sacrificing time or well-being, while avoiding unhealthy options. We've observed that a new generation of cooks has emerged in this context—individuals who value practicality and health over traditional cooking techniques. Strategically, we positioned Peabody air fryers not as a simple appliance, but as the essential ally for this new lifestyle. The strategy focused on connecting with the insight that cooking with air is a conscious and modern choice, a form of empowerment for those who want to eat well, cleanly, and quickly, without the complications of traditional cooking.
Execution
To bring the "Air Chefs" concept to life, we took our message to the places where our audience lives and gets their news. The execution was based on a 360° campaign that combined high-impact media with key digital platforms. We deployed billboards in strategic locations throughout the city, taking our manifesto to the streets and generating a strong brand presence. Simultaneously, we joined the digital conversation through advertising in high-reach media outlets like Infobae, ensuring our message reached millions of readers. This combination of physical and digital formats allowed us not only to present the product but also to solidify the idea that being an "Air Chef" is the new way to experience cooking.
Results
The "Cocineros del Aire" campaign catapulted Peabody to the center of the digital conversation, achieving a massive impact and solidifying the brand as a benchmark for innovation. The results speak for themselves: we generated 4,300 mentions with an extraordinary reach of 32.5 million people, demonstrating an unprecedented connection with the audience.
The success was not only quantitative but also qualitative. The campaign captivated the public with an overwhelmingly positive sentiment, which soared to a spectacular 63.6% approval rating in conversations about AirCook air fryers. Thanks to a dominant multiplatform strategy, the conversation exploded on key networks like Instagram and TikTok, and transcended traditional media with over 1,100 news mentions. Ultimately, we not only increased visibility but also transformed the perception of Peabody, positioning it as a leading, modern, and desirable brand in the Argentinian market.