HOMEBASED IS HEARTBASED

CHALLENGE: Inspire people to invest in the social hub of their homes; their kitchens - a new kitchen is a start to a new memory. Fact: Taste of smell memories are the strongest associative memories you can make. Insight: Memories made in our homes have a special place in our hearts. Strategy: Play on nostalgia to show how social bonds and recipes are generation to generation. Proposition: Food takes us back Big Idea: Homebased is Heartbased These memories are in the centre of our hearts. Whether you're with your loved ones or without. Your heart is always heartbased, homebased.