Through a social-first approach and influencer partnerships, Westinghouse has reframed its fridges from functional necessity to a cultural statement for a new generation of buyers.
Westinghouse has seen declining relevance among younger audiences. In a low-interest category with long purchase cycles, the brand recognised the need to connect early with Gen Z and future-proof growth.
Under its existing platform, ‘Happy to Help’, Westinghouse partnered with comedian and creator Lachy Mac to launch a social-first campaign that puts its fridges through culturally resonant “pressure tests” inspired by life after moving out of home. Findings from the tests are being shared through social content and across retail channels.
“Our insight was that in your first place out of home, a fridge becomes a quiet marker of how well you’re adulting,” said Dave Jansen, co-Founder and chief imagination officer at Connecting Plots Group. “So we shifted the conversation from features to identity. Instead of focusing on what a fridge does, we showed what it says about you.”
“Happy to Help has been a powerful platform for us over the past three years. It’s played a significant role in driving Westinghouse to the number one consideration spot in the category by showing up in genuinely useful ways for Australians,” commented Karen Nguyen, consumer marketing manager of core brands at Westinghouse.
“This next chapter is about evolving that platform for a new generation. We’re broadening its meaning and tailoring it to younger audiences, proving that being helpful isn’t just about product features, it’s about understanding the life moments that matter.”
The campaign is rolling out across social, supported by in-store ‘Pressure Tested’ creative that links cultural storytelling directly to point of sale.
Credits:
Client: Westinghouse
Head of Marketing: Christina Kumcevski
Consumer Marketing Manager Core Brands: Karen Nguyen
Consumer Marketing Activation Manager Core Brands: Ryan Williams
Creative, Social & Influencer: Connecting Plots Group
Chief Imagination Officer: David Jansen
Senior Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Managing Director: Kate Sheppard
Senior Account Director: Alana Spinelli
Head of PR & Influencer: Katie Eastment
Social & Influencer Manager: Sarah Kennedy
Creative Operations Director: Mary Morell
Production: Infinity Squared
Senior Producer: Katie Dorman
DOP: Bernie Augstein
Assistant: Tom Pennell
Editor: Emma Sundin
