KitchenAid Introduces Dishwasher With Industry’s Lowest Water Usage

The latest dishwasher from KitchenAid combines the best cleaning and drying performance ever offered by KitchenAid with the industry’s lowest water usage, as published on EnergyStar.gov. Featuring an innovative washing method called the AquaSense™ Recycling System, the brand’s newest dishwasher uses water from the last rinse cycle to pre-rinse the next cycle before using fresh water to complete the cleaning process.

“If you have great water efficiency but need to rewash because you’re not getting the desired results, that efficiency is quickly diminished,” notes Beth Robinson, senior manager of brand experience for KitchenAid. “Our engineers have come up with a way to deliver on both fronts by designing a dishwasher that not only uses 33 percent less water than previous models but also delivers our best performance ever.”

One of the brand’s quietest models as well, it features a filter based wash system with Whisper Quiet® 41 dBA sound insulation for the stainless steel tub. A Heat Dry option activates a dedicated heating element offering the option of having dishes completely dry at the end of a cycle.

A range of wash cycles include a ProWash™ cycle that takes the guesswork out of choosing the right cycle by automatically adjusting water and energy use based on details such as load size and soil amounts. When quicker results are needed a One-Hour wash cycle cleans and dries dishes faster while a Heavy Duty cycle can be selected for hard to clean items like pots, pans or casserole dishes. A ProScrub® option eliminates the need to soak or pre-scrub items with baked on food by using 40 powerful spray jets to concentrate cleaning power.  Additional cycle options include a Normal Wash for regular loads, a Light China cycle for loads that don’t require heavy duty cleaning and a Rinse Only cycle.

Additional premium features found on the new model include well-spaced tines that enable greater space between dishes so wash and rinse water can clean more efficiently. To make room for larger pots, pans and dishes, fold-down tines adjust for easier accommodation. An adjustable upper rack accommodates tall plates on the lower rack when necessary. A generous silverware basket avoids crowding while cup and stemware holders provide added convenience in the upper rack. For easy-gliding operation, SatinGlide® Max Rack Glides use 52 ball bearings on each rail.

Available in stainless steel, the exterior features a front display that shows the cycle stage and progression when the dishwasher is running. An “add a dish” indicator signals when a dish may be added and still come out clean.  Scheduled to be available in October, the suggested retail price on the new KitchenAid® dishwasher is $1,699.

Help Wanted: 1,000 Cooks in U.S. and Canada

This July, Susan G. Komen® and the Canadian Breast Cancer Foundation (CBCF) are partnering with KitchenAid to encourage anyone who enjoys cooking and entertaining to turn a summer gathering into a “party with a purpose” by hosting a Cook for the Cure party. The goal of this 1,000 Cooks for the Cure initiative is to enlist at least 1,000 cooks in the U.S. and Canada to host any type of get-together from July 19-28 and simply ask their guests to make a donation to Komen (United States residents) or the CBCF (Canada residents) in any amount to support the fight against breast cancer.

“Participating in this worthy cause is easy, and it’s a great reason to get together with family, friends or colleagues during peak summer entertaining season,” notes Beth Robinson, senior manager of brand experience for KitchenAid. “Whether hosting a casual office party, barbecue, dessert sampling or multicourse dinner, the idea is to ask guests to bring nothing to the party but a donation in any amount they choose.”

The 1,000 Cooks for the Cure initiative is part of the larger Cook for the Cure® program, an 11-year effort that has raised more than $11.3 million between the U.S. and Canada for the cause through the sale of pink products, celebrity chef auctions and grassroots fundraising events. Funds raised from the parties can be designated for either organizations’ national efforts or local breast cancer initiatives.

Those interested in hosting a party are encouraged to visit CookfortheCure.com to register and obtain a unique host identification number. Registered hosts will be given access to an information kit that includes party ideas, recipes and donation gathering information. To help hosts connect with guests and others planning parties, KitchenAid will feature 1,000 Cooks for the Cure as an event on its U.S. Facebook page, Canada Facebook page and provide updates via its U.S. Twitter handle in the days leading up to the event.

In 2013, KitchenAid will donate $450,000 or more to Komen through the Cook for the Cure® program to support the fight against breast cancer. Product sales will not affect this donation. KitchenAid will also donate $100,000 or more this year to CBCF through its Cook for the Cure® sponsorship and pink product sales. Recent years the program has earned two Gold Halo awards from the Cause Marketing Forum, and has been favorably covered by NBC Nightly News and other major media. Largely through a series of celebrity chef auctions for autographed KitchenAid products, the program has garnered the support of dozens of celebrity chefs, including Mario Batali, Paula Deen, Guy Fieri, Bobby Flay, Emeril Lagasse, Jacques Pepin, Martha Stewart and many others.

KitchenAid Appliances to be Featured in Martha Stewart’s Studio Kitchen

KitchenAid appliances will be showing up in “Martha Bakes,” the new PBS series that just launched, as well as in episodes of “Martha Stewart’s Cooking School” under a deal that’s part of a new overall marketing strategy for the company. KitchenAid has announced that it’s spending an undisclosed amount of money for various product placements and a welter of advertisements and events to promote the idea that, “There’s So Much More to Make.” Also, there will be recipes and cooking demonstrations, just in case you need more than mere inspiration to teach you how to make the most use of your KitchenAid equipment.

Creatively, the campaign’s print and digital advertising mark a departure from more conventional, product-focused appliance advertising. Headlines challenge cooks to “Bring the Whole Fish Home” or “Make Cassoulet on a Tuesday” as a way to test and build their skills. Accompanying copy and images highlight product benefits and show cooks in motion as they rise to the challenge.

“And we’re not stopping at simply issuing these challenges,” notes Cynthia Soledad, KitchenAid’s senior marketing director. “By offering expert tips and techniques via culinary events, the web, cooking shows and social media channels, we’re providing information and inspiration to help meet them.”

Core print media partnerships include Bon Appetit and Food & Wine, both combining major and small appliance advertising with advertorial and video content built around co-sponsored culinary events, including Feast Portland and the Classic in Aspen.

“Knowing that not everyone can attend these events, we’re working with the magazines to capture and share the techniques and recipes offered by celebrity chefs appearing on our own KitchenAid culinary demonstration stages,” said Soledad.