Kitchen Aid Grills

MARKETING FOR NEXGRILL
CASE STUDY
about the client
Nexgrill Industries, Inc., is an expert in the fabrication of stainless steel, cast aluminum, cast iron and alternate material products. Their core products are gas
grills and patio heaters at all price points. They supply products to national and international brands, including Lowe’s, Sam’s Club, Home Depot, Sears and
Costco. Nexgrill recently partnered with KitchenAid ® to supply a new line of grills under the KitchenAid brand.
capabilities: market research and strategy
talent recruitment
video production copywriting
web design and development
location scouting
original music scoring
custom photography
storyboarding
the scenario
the solution
Nexgrill and KitchenAid partnered to offer
a new line of high-end outdoor grills. To
help KitchenAid effectively position their
grill line in a competitive market (i.e.,
Weber ®, GrillMaster ® and others), Nexgrill
approached Proforma to develop high-end
lifestyle and product videos and develop a
new website.
Proforma began with an initial discovery session with the client to determine their specific needs and
goals, and to gain a better understanding of their product and demographic. The client was uncertain
if their target market has changed. While KitchenAid consumers are primarily female, they determined
research of the grill demographic would be critical in brand positioning, messaging and design. Proforma
performed market research to hone in on the grill line’s audience, its needs and buying preferences. This
served as the launching point for the video concepts. Proforma developed scripts and storyboards for
each of the videos (one lifestyle and five product videos), and scouted and secured locations and talent
aligned with the target market. Proforma shot on-location for the lifestyle video and at the Nexgrill studios
in California to acquire all necessary footage for the product videos. Proforma’s web team designed and
developed a website with a clean, simple, intuitive design that would help position the grills above the
competition, while aligning with the overarching KitchenAid website and brand. Proforma also created an
extensive library of custom photography that showcases the high-end details each grill offers. The final
products resulted in compelling video and an online experience that sells the lifestyle of a KitchenAid
grill, helps the target consumer make the right KitchenAid grill section, and supports assembly and FAQs
following the sale.
KITCHENAID GRILLS WEBSITE
VIDEO PRODUCTION
CUSTOM PHOTOGRAPHY