How Lifestyle by V-ZUG transformed a premium household appliance into an object of culinary enjoyment, pleasure and style – the success story of a marketing idea.
Text by David Schnapp, Foodjournalist and founder of dasfilet.ch
It all began with Andreas Caminada, as a broader public slowly became aware that – somewhere in Domleschg in the canton of Graubünden – a young and attractive chef was destined for great things. Caminada was first named “Chef of the Year” in 2009, was awarded 18 points and two stars and was taken on by V-ZUG as a brand ambassador in a shrewd and forward-looking move.
He soon appeared in an advertising campaign promoting the new Combi-Steam SL, telling viewers: “At home I have one all to myself.” It was the first step on the road to transforming a rock-solid, high-quality household appliance into a lifestyle object, as the steamer became part of a conscious lifestyle focusing on culinary enjoyment, pleasure and style.