French small kitchen appliance brand Magimix has called upon Sopexa to design and orchestrate the communication for the launch of its Cook Expert multifunctional cooking food processor on the Chinese market.
Over 40 years after the launch of its first multifunctional food processor, which revolutionised the restaurant world, Magimix is breaking into the Chinese market with the world’s most flexible cooking appliance, awarded “Product of the Year” honours in France in 2019.
The launch event for the press and influencers took place in Shanghai on 16 July. Magimix Group Chairman Pascal de Jenlis, Magimix China CEO Maxime de Jenlis and Managing Director for China Chloé Zhu were all in attendance.
The press conference was followed by a live demonstration of the cooking robot in front of 40 specialized media journalists (gastronomy, lifestyle, decor & home, tech, news) as well as influencers.
The event was also the opportunity to celebrate the grand opening of the Magimix shop in Shanghai. This one-of-a-kind store, located in the affluent, lively Xintiandi district, promises a unique user experience through its Cooking Lab, which offers cooking classes, workshops and demonstrations.
Sopexa, conductor of this 360 ° campaign
The 360° campaign includes building the overall strategy to break into the Chinese market, providing support for the creation of the shop/showroom, organizing focus groups with consumers, managing press and public relations, digital and social media strategy and producing a TV commercial. The agency’s assignment also includes developing a WeChat mini program or app that helps to enrich the Cook Expert customer experience as well as WeChat programs for e–commerce. Events management will round out the campaign.