4 Apr 2025
The Idea
Thermomix sought to redefine traditional cooking stereotypes by engaging male audiences in Australia and New Zealand. Recognising that 70% of men enjoy cooking and 62% like experimenting in the kitchen, Thermomix aimed to showcase how the TM6 appliance aligns with modern masculinity, offering efficiency and creativity in meal preparation.
Solution
Partnering with W Sports & Media, Thermomix collaborated with prominent athletes: Alex Carey (cricketer), Elijah Winnington (swimmer), Matt Denny (discus thrower), and Cedric Dubler (decathlete).
Each athlete demonstrated how the Thermomix TM6 integrates into their busy training routines, enabling them to prepare healthy, delicious meals with ease that fuel their long training days and performance. They highlighted features such as the powerful motor, high-tech cooking capabilities, and built-in precision scales, emphasising the appliance's adaptability to their nutritional needs and time constraints.
Outcome
The campaign successfully challenged outdated stereotypes by portraying male athletes confidently navigating the kitchen with the Thermomix TM6.
Their authentic endorsements resonated with the target audience, leading to increased interest and adoption of the appliance among men seeking efficient and healthy cooking solutions.
W Sports & Media specialises in connecting brands with influential athletes to create impactful partnerships. To explore collaboration opportunities with our talent, please contact us at admin@wsportsandmedia.com.au.
View Cedric's Reel