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Robinson Home Products
We Got "Instant" Media Attention for Their Line of Masters Collection Products by the Culinary Institute of America.
After launching the brand new Masters Collection line of kitchen tools, cookware, and bakeware for Robinson Home Products and the Culinary Institute of America back in 2006, we needed a way to keep media interest strong during the "lull" in between new product introductions. Capitalizing on the growing consumer buying behaviors fueled by the internet – "one stop shopping" – Redpoint convinced Robinson to bundle together the 80 most essential pieces needed for a superior kitchen into one item, available in just 3 clicks from their home page: The Instant Gourmet Kitchen. With a price tag of $5,000 that includes free shipping, the IGK was positioned to the media as the perfect solution for several consumer buying challenges…from new or second home purchases, to bridal party gifts, instant-bachelor-pad needs, spring cleaning, and more. We further sweetened the deal for consumers by offering a Makeover and Make a Difference program with the IGK purchase, through which consumers who purchase an IGK can easily donate all their old kitchen tools to the local charity of their choice. Building on the already strong coverage for the Masters Collection which included O – The Oprah Magazine, Metropolitan Home, The New York Times, ForbesLife, Every Day with Rachel Ray, and more, the IGK debuted with extensive features in such high profile outlets as Town & Country, Bon Appetit, and msn.com…where it was featured on the home page, including a link to a 15-minute video detailing all the items in the collection. The overwhelming success of the IGK has led Robinson to work with Redpoint to create several "spin-off" items, including the Instant Gourmet Kitchen-ette (20 pieces, for apartments and smaller kitchens) and the Masters Set (50 pieces…a happy medium between the two). These sets became instant best-sellers.