Sunbeam highlight competitive nature of cooking in new campaign from The Works

Sunbeam2Sunbeam is gearing up for the entertaining season with a campaign focusing on friends trying to out-do each other with their cooking skills.

Created by The Works, the campaign runs across outdoor, in-store point-of-sale, online and on social media, highlighting various Sunbeam products which allow a person to out-shine their cooking opponent.

The Works founder and creative partner Kevin Macmillian said: “Despite how it appears on the surface, there is an underlying competitive side to cooking which extends to appliances too. We are now surrounded by cooking shows, ebooks and information and the appetite to improve our cooking skills is increasing.

“And it ramps up through the holiday season when people are entertaining. I love the honesty of exploring the truth behind why people are presenting amazing dishes. Is it because they want to nurture their family and friends or is it because they are showing off?”

A dedicated website complements the campaign and allows audiences to better interact with the “opponents” featured in it.

“After our ‘Real Men Cook’ campaign, this is another example of our ambition to disrupt the category and get noticed,” Macmillan said.

“The fact that David Jones have given us a Christmas window is real proof that we are onto something”.

The outdoor posters will run nationally across AdShel sites starting November 16.




The Works

  • Kevin Macmillan – Founder & Creative Partner
  • Leo Bajzert – Creative Lead / Copywriter
  • Leighton Edridge – Art Director
  • Matthew Poulier – Creative Project Leader
  • Rhian Mathias – Creative Project Manager
  • Magdalena Rybicki – Creative Project Manager
  • Damien Hughes – Strategy Director
  • Vanessa Hartley – Social Strategist


  • Tim Anderson – Product Marketing Manager
  • John Turnbull – General Manager Marketing
  • Isaac O’Leary – Digital Marketing Manager
  • Sarah Francis – Product Marketing Manager

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