Philips Airfryer

Problem: Airfryer sales were dropping and product testing suggested consumers couldn’t justify the price point for what appeared to be “an expensive chip maker”.

Insight: Kids are fussy eaters, but kids will eat vegetables if they’re cooked like chips.

Strategy: Reframe the product as something you can cook almost anything in. We hypothesised that parents will place value on healthier variations of fried food if they know their kids will eat it.

Idea: We showed the real tension that every parent has lived through - kids refusing to eat what has been put on the table. We showed a range of healthy meals parents can cook easily with significantly less fat, but the best part? The little guy loved to eat it.

Results: This campaign boosted Airfryer sales by 50% for 6 months after the campaign run on a very lean budget.