The secret ingredient to Kitchen Warehouse's Black Friday success

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Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

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In November, while everyone else was shouting about Black Friday price drops, Kitchen Warehouse, Australia’s #1 Kitchenware brand, decided to whisper... through baking paper.

They launched a campaign called 'Bake Friday Deals'.

Started around the 10th of Nov, whether you went into one of their stores across Australia or ordered something online, you didn't just get a bill. You were given special sheets of baking paper.

At first, it looked like a normal kitchen item. But the genius was in the ink. They printed these sheets using a mix of regular and heat-sensitive ink.

The instructions were simple: take the paper, put it in a hot oven, and wait.

As the oven temperature went up, the heat-sensitive ink vanished.

It was like magic.

As the top layer disappeared, it revealed hidden, extra deals that you could not see at room temperature.

I found this absolutely brilliant for 2 reasons:

1. They made opening the package fun: Usually, a discount code is just some text copied from an email. It is useful, but boring. By hiding the deal, Kitchen Warehouse turned a discount into a game. They made the customer do something to "earn" the reward. It created excitement that a simple digital banner cannot match.

2. Product-led storytelling: This is the part I loved the most. They didn’t just give away a scratch card. They used the main item of their industry (baking) to give the message. It reminded the customer why they shop there. You use baking paper to bake; Kitchen Warehouse sells baking gear. The medium was the message. It encouraged cooking while selling the product.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv