Sometimes an eCommerce product launch isn’t actually for a new line, but for existing products that haven’t caught the eye of site visitors yet. For Happy Chef, this was readily apparent with their Chefs Sharp knives, cases, tools, and accessories. Chefs Sharp had been a part of the foodservice supplier’s inventory for a few years, but hadn’t gained particular traction, due to equal parts unawareness of consumers and deprioritization of marketing.
Chefs Sharp deserved its time in the spotlight. The only problem was determining how best to get the product line into the minds of culinary professionals. Knives have the primal reminiscent appeal of both weaponry and technology, but they’re also fairly simple tools with no moving parts or fancy features.
We needed to communicate to chefs why they should care about this relatively new brand, with messaging aimed at immediate sales and long-term interest in Chefs Sharp as a product line.