Good Food & Wine Show

Fisher & Paykel takes a hi-tech centre-stage position in foodies’ heaven

Why limit yourself to an association with just one celebrity chef when the opportunity arises to partner with more than 10 of the very best Australia has to offer?

The answer to that question drove Fisher & Paykel’s sponsorship of the “Celebrity Theatre” at this year’s prestigious Good Food & Wine Show. By far the largest consumer food and wine show in Australia, the 2011 event is expected to attract more than 140,000 visitors across Sydney, Melbourne, Brisbane, Adelaide and Perth.

Some of Australia’s biggest name chefs from Australia — including George Calombaris, Gary Mehigan, Matt Moran and Manu Feidel — will cook up a storm in the Fisher & Paykel Celebrity Theatre, each one of them using the very best of Fisher & Paykel’s state-of-the art kitchen appliances.

Fisher & Paykel is using the event as an opportunity to elevate the traditional cooking demonstration into a whole new stratosphere, thanks to use of the latest interactive digital experience. Marketing Manager Peter Russell says visitors will see the chefs interacting with hi-tech imagery and the audiences themselves in a clever and engaging way.

“We promise our audiences will succumb to all their senses with a multi-layered show that is sure to delight, surprise, educate and, above all, entertain,” says Peter Russell.

“Fisher & Paykel’s commitment to innovation doesn’t begin and end with product development. We apply it to everything we do including marketing our appliances in new and innovative ways, adopting the latest technologies and experiential techniques such as our ‘Ironside’ mobile kitchen and interactive video technology,” says Mr Russell.

“Fisher & Paykel will also sponsor the Celebrity Theatre’s VIP room, where guests can mingle with famous chefs. In addition to that, we’ll also have another dedicated experiential space, which will offer a surprise multi-media package revealing the excitement of Fisher & Paykel’s unique mix-and-match modular kitchen products.

“Our innovative synergy with the Good Food and Wine show is a testament to Fisher & Paykel’s smart thinking and credibility within the kitchen, as opposed to just another showcase of new products.

“This collaborative design and technology-driven relationship demonstrates our commitment to engaging with Australia’s burgeoning foodie audience in an entertaining and highly memorable way,” says Mr Russell.

“Over the past two years we’ve won alliances with Australia’s leading cooking schools, a fact that extends our reach to consumers who are passionate about preparing outstanding food.

“Our sponsorship of the Good Food and Wine Show is, therefore, a critical part of our promotion and communications strategy.

“As a direct engagement with food-minded consumers, we are driving European brand reappraisal in order that consumers clearly recognise Fisher & Paykel as a leading designer and innovator in quality cooking products,” says Mr Russell.

The Good Food & Wine Shows will be held in Melbourne, 3-5 June; Sydney, 1-3 July; Perth, 15-17 July; Adelaide, 7-9 October; and Brisbane, 4-6 November.

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