The secret ingredient to Kitchen Warehouse's Black Friday success

In partnership with

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

A big thank you and welcome to the people who have recently subscribed.

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Learn more.

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.

Easy setup, easy money

Making money from your content shouldn’t be complicated. With Google AdSense, it isn’t.

Automatic ad placement and optimization ensure the highest-paying, most relevant ads appear on your site. And it literally takes just seconds to set up.

That’s why WikiHow, the world’s most popular how-to site, keeps it simple with Google AdSense: “All you do is drop a little code on your website and Google AdSense immediately starts working.”

The TL;DR? You focus on creating. Google AdSense handles the rest.

Start earning the easy way with AdSense.

Earn with Google AdSense

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

Thanks,
Luv