SLICING THROUGH THE CLUTTER BY USING MAKERS TO ELEVATE A PREMIUM BRAND
How a 200-year-old global company is targeting a new generation
Wüsthof, the iconic German knife brand sought to engage the next generation of home cooks and seed a passion for fine knives. To help Wüsthof meet this challenge, we conducted a nation-wide search to shine a light on a new wave of culinary talent, a group of visionary professionals that are pushing boundaries in their communities, in the kitchen and on the dinner plate. This is the inspiration behind Defining the Edgë, our fully-integrated communications platform that explores why having the right tools in the kitchen elevates much more than the meal.
Defining the Edge tells the Chef Story in mini-documentary form and provides video recipes by our Edge chefs.
Edge Chef portraiture by Henrik Olund.
"BIRTH OF A KNIFE" - FILMED AT THE WÜSTHOF FACTORY HQ IN GERMANY
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