For any respectable chef, there’s no sound as sweet as the dependable purr of a Hobart mixer. Hobart needed to remind up-and-comers in the industry that you don’t mess with the best. That's why we invented Jake, a fictional persona who starts authentic conversations around the brand.
Tapping into an awakening of foodie culture, Jake connects with a new breed. These are hardcore chefs—people who celebrate the craft of preparation. They respect the tools of the trade. They are artists. Un-coincidentally, so is Jake.
Jake’s mother was a baker, his dad a mechanic, and he's got his own creative gift. He customizes vintage mixers, transforming them into works of art. As each unique tribute is revealed, the buzz says it all. People are talking about Hobart’s impeccable craftsmanship, rugged quality, durability, and beauty. Gee, look at that…all core attributes of the brand.
We have a belief that social campaigns work best when real, tangible things are created. With Mixed Up Jake, we clinched the ‘share’ factor by combining physical collectibles with interactive storytelling. From the blogosphere to social platforms to real media shout-outs, these killer custom mixers inspired authentic chatter about Hobart as a workhorse brand.
Jake creates stunning works of art from Hobart mixers. Each has its own unique theme, executed down to the very last detail.
Jake creates stunning works of art from Hobart mixers. Each has its own unique theme, executed down to the very last detail.
1 of 5
The Dough Rider has all the classic details of a low rider: hood ornament, gold chain, deep purple sparkle, and even ground effects.
Jake creates stunning works of art from Hobart mixers. Each has its own unique theme, executed down to the very last detail.
2 of 5
This little treat was themed for a couple in love with San Francisco. Inspired to look like a cable car, complete with a gold roof and topped off with a working bell. Ding ding!
Jake creates stunning works of art from Hobart mixers. Each has its own unique theme, executed down to the very last detail.
3 of 5
It was punk rock style for Nadia G's Bitchin’ Kitchen from The Cooking Channel. Hot pink with leopard print and a cast baby doll face, this mixer turns heads.
Jake creates stunning works of art from Hobart mixers. Each has its own unique theme, executed down to the very last detail.
4 of 5
An N50 with bite. Matte olive drab paint and loads of themed details. This mixer could be in formation with the WW2 Flying Tigers, but decided to mix up killer eats instead.
Jake creates stunning works of art from Hobart mixers. Each has its own unique theme, executed down to the very last detail.
5 of 5
Guy Fieri’s mixer is Rat Rod-themed and super tough-looking. White wall bowl, matte black paint, and Ace of Spades hood ornament. Eat this.
Chefs are the new celebrities, thanks to TV networks and reality shows embracing a culinary comeback. We sent custom Hobart mixers along with camcorders to the coolest superstars in the biz.
Jake sends out exciting teaser messages before the big delivery to ramp up the wonderment.
The custom mixer arrives, all packaged up in a crate as remarkable as the machine inside.
See stars freak-out and then say all the right things. Like Duf: ‘Hobarts are so f**ing amazing. They never break.’
Every part of the Mixed Up Jake campaign was designed to reinforce the best of Hobart. We focused on the brand’s solid reputation for durability and longevity. This was at the core of everything Jake said and created, and the fans heard it. This sentiment comes through in online conversations and can also be measured in the number of video plays, shares and likes, and site traffic increase. Behind all of our creative social campaigns are real metrics that a company can count on.
