Exclusive: Whirlpool secures year-long live residency at Westfield

Home appliance brand Whirlpool has secured a year-long residency for its live brand experience, The Main Ingredient, at London shopping centre Westfield Stratford City.

Whirlpool to host cookery activation at Westfield Stratford City
Whirlpool to host cookery activation at Westfield Stratford City

Creative agency Breed has been appointed to deliver the experiential campaign, handling its creative, logistics and production.

The activation will consist of a branded kitchen space where British chef and Whirlpool brand ambassador Adam Byatt will host a live cooking demonstration for passing shoppers. Members of the public will be able to participate in Q&A sessions, interact with the cooking demonstration and take part in cooking challenges set by Byatt.

Visitors to Whirlpool Presents The Main Ingredient will be encouraged to capture their experience via Breed and CreateLondon's SocialSnap social amplification technology. Attendees will receive an instant printout of any photos shared on Twitter and Instagram using a dedicated hashtag.

The initiative has been designed to enhance and amplify the messaging of the Whirlpool brand via social, and encourage returning visitors to the live exhibition. The activity will begin on 30 May.

Jennifer Spragg, Whirlpool's marketing manager, said: "We're delighted to be working with Breed on all aspects of what is an extremely important campaign for the Whirlpool brand. Breed's strong experience in live installation, event and production has assured us we will deliver a first class event.

"With Adam's esteemed reputation along with Breed's innovative social amplification and marketing expertise and tools, we're very confident of hosting a live event that people will enjoy and will be talking about long after it is finished, especially in the growingly important media platform of social media."

Brian Boakes, managing director at Breed, added: "Working with Whirlpool has been an absolute joy and the experience we'll be delivering for them is one that will engage with their customers on a new level, and this will be further intensified by the social media conversations that Breed will have helped amplify.

"The delivery of this campaign has been another great step in the progression of Breed as a creative agency in the field of experiential and live."

More: River Island and Whirlpool among new wins for Breed

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