[May 20, 2013] Wusthof Kicks Off Phase 2 of 'Defining the Edge' Marketing Tweet May 20, 2013 (Close-Up Media via COMTEX) -- Wusthof, announced "phase two" of "defining the Edge," an engaging, multi-platform consumer marketing initiative that was first launched in spring 2012. According to a release, the successful campaign, anchored by a media-rich microsite, wusthofedge.com, and national and top-tier regional advertising in digital and print media, expands with the addition of three new chefs: the Spark (Amanda Cohen of Dirt Candy in New York City); the Outlaw (Katherine Clapner of Dude, Sweet Chocolate in Dallas); and the Maestro (Marc Vetri of Vetri, Alla Spina, Amis and Osteria in Philadelphia). "We're delighted to welcome three incredibly talented and passionate chefs to our iconic campaign, which has received very high praise from our retail customers and consumers, and strategically raises awareness for our premium knives among younger, 'edgy' food-loving consumers, a key demographic for us," says Annette Garaghty, Vice President of Sales and Marketing at Wusthof-Trident of America, Inc. "We're excited to implement a highly creative and breakthrough marketing campaign that salutes and aligns our brand with culinary professionals of all stripes and tattoos! who reflect Wusthof's mission to keep challenging the status quo in pursuit of excellence." "The underlying message of our campaign is that Wusthof knives give the home cook an advantageous 'edge' in their kitchen," says Garaghty. "The creative approach we've taken, including developing chef bio videos and edgy portrait-style print ads, speaks to today's hyper-connected, food-centric consumer who delights in discovering, interacting with, and sharing chef and food-related information through posts on social media." ((Comments on this story may be sent to [email protected])) [ Back To TMCnet.com's Homepage ]