Black + Decker

Celebrity partnerships dish up a recipe for success

The Challenge

In anticipation of the International Home + Housewares Show in 2015, 2016 and 2017, Lippe Taylor was tasked with identifying a notable celebrity chef to partner with Spectrum Brands on behalf of BLACK+DECKER and George Foreman as a year-long brand ambassador to drive conversation and excitement among key media and buyers at the show and throughout the year.

The Solution

Lippe Taylor identified Spike Mendelsohn, Richard Blais, and Jeff Mauro in 2015, 2016, and 2017 respectively, to serve as brand ambassadors. Each chef developed specially curated recipes featuring key appliances from each brand, which were demonstrated by the chefs during the trade show.

To continue momentum, each year Lippe Taylor pitched the recipes to key media, scheduled phone and e-mail interviews and coordinated holiday showcases on behalf of Spectrum that were hosted by the chefs. The media strategy also included robust media days to garner added exposure during each chef’s term.

The Results

We garnered 1.2 BILLION media impressions for both BLACK+DECKER and George Foreman as a direct result of our relationships with our brand ambassadors.