For 8 years I have been working for Philips Domestic Appliances in Ukraine.
The majority of the time I was responsible for Kitchen Appliances and love this category to bits.
One of the projects I’m proud of is the launch of the AirFryers category in Ukraine.
There were several barriers:
- Huge penetration of Multicookers vs. limited space on the kitchen
- Single-purpose perception of the category: as it was popular in the countries with huge consumption of French Fries/Chips
To overcome these stigmas we have renamed the category ‘MultiOven’ referring to multipurpose and traditional ovens.
30 recipes were developed for the product launch with a focus on healthy options and locally available ingredients.
While I was leading the project, the execution was delivered by PifPaf production
Recipes were developed by Julia Malanuk.
That was one of my favorite projects.
Within 1 month they have delivered 30 recipes (including end result and step-by-step photos) and 10 video recipes.
These materials fave been used for Digital Campaign, Trade Marketing Campaign, and as support materials for the Sponsorship of the Ukrainian version of ‘the Biggest Loser’ and became a recipe book.
It was a huge pleasure to see how people on the project reacted by trying healthy options cooked in AirFryer of their favorite dishes. That was a moment of revelation for participants, that healthy food can be tasty.
The biggest satisfaction working on this project was seeing how the product launch can actually improve the lives and health of people.
In 2018 my team received Effie Award for this launch that has delivered market growth and Philips Market Share Growth.
I hope you’ll be able to enjoy this recipe book as much as I do.
(c) Nika Kiriienko