The Braun Multifry 5 was launched in Germany and Austria with a digital campaign that positions the product beyond the classic air fryer image.
Braun
Content, Campaign
Braun Household Germany and Austria targeted home cooks seeking simple, professional cooking results.
The campaign focused on a clear, authentic communication of product benefits, highlighted by Alexander Kumptner, Michelin-starred chef and TV personality, as the new testimonial. The concept and copy were provided directly by Braun Household Austria, with a clear directive to position the Multifry 5 as a multifunctional powerhouse that does more than just fry.
The campaign had to demonstrate that the Braun Multifry 5 can grill, fry, and bake — all with one device. Five recipe videos featuring dishes like curd cheese balls, ham noodles, cordon bleu, Kasspressknödel, and veal butter schnitzel showcased the product’s versatility and premium cooking results.
The goal was to position the device as a professional kitchen tool for home use.
Media planning and buying were handled by Mediaplus. Produced by BESTHE.
Producer: Stefanie Stanek
Photo: Belinda Thaler
Directing DoP: Christoph Maleh