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Miele Shoots in the Oven for Unique Generation 7000 Photography Campaign

Serviceplan Russia creates a unique new campaign for Miele featuring food baked with messages of love, captured by Miele’s unique Food View function

Miele Shoots in the Oven for Unique Generation 7000 Photography Campaign

In a world first, Serviceplan Moscow and Miele collaborate on campaign to be photographed inside an oven, using the new Miele Oven Food View function. 

Quarantine has separated us from our loved ones for a long time, and we sure all have a lot  of feelings we want to express. Texting isn’t enough, everyone’s tired of Zoom and sending mail is old school. When the global pandemic confined people to their homes during  lockdown, people found solace in traditional activities including cooking and baking. In response to this new found love for cooking at home, and in a bid to showcase the new Miele Oven FoodView function, Miele and Serviceplan Russia came up with something new. 

The home appliance company invited food bloggers to turn their heartwarming messages into delicious dishes. Five bloggers with real touching stories about their loved ones came to Miele’s showroom to work with a professional chef who helped them with individual designs.  Chicken, meringues, vegetables, cookies and other ingredients were used to create unique lettering. 94 hours of designers’ work and 236 hours of food tests were completed before the final dishes were ready, as original cooking techniques had to be used, some of them even  had to be invented.

The messages were not only baked inside Miele’s Generation 7000 ovens – they were shot inside them. Generation 7000 ovens have a unique FoodView function – a camera connected to your smartphone that lets you see your food, take pictures of it and control the temperature. This gave the campaign a unique angle that all of its materials were shot from. And there were many – from posters to a full building-size billboard.  

There is a real story behind every message. Bloggers shared the words they wanted to tell their loved ones during quarantine. Miele released videos where they cook and tell about the emotions they were going through, and they quickly got a lot of positive feedback online. 

Learn all the stories shared by Miele and Serviceplan Russia by checking out #miele_foodview. Look it up on Facebook or Instagram if you are interested in how food can become advertising. 

Serviceplan Russia executive creative director Evgenia Arabkina commented: “This project is based on Übercreative principles of integration – new technology, true stories of different people and excellent art direction. Thanks to the unique feature of Miele ovens we give new value to photos, and new meaning to food, turning it into messages that come from the heart of real people and…the heart of an oven.” 

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Miele CIS

Marketing Director: Veronika Shlepina

Head of Marketing Communications: Shirin Ismailova

Marketing Communications Manager: Natalia Virchenko

Marketing Events Manager: Svetlana Chermakova

Head of category marketing: Valentina Nikolaeva

Chef, Miele Russia brand ambassador: Mark Statsenko

Serviceplan Group, House of Communication

Worldwide Executive Creative Director: Jason Romeyko

Account Director: Ruslan Gadeev

International Communications Officer: Lee Sharrock

Serviceplan Russia

Chief Executive Officer: Olga Starichenko

Executive Creative Director: Evgenia Arabkina

Strategic Planning Director: Anastasia Boykova

Account Director: Sergei Soin

Senior Copywriter: Andrey Artyushin

Art Director: Ksenia Golovina

Junior Art Director, lettering: Anastasia Khizovets

Senior Interactive Designer, case video editing: Maxim Kazantsev

Junior Interactive Designer: David Khandamov


Head of Communications & Content: Veronika Zakharova

Head of PR: Maria Aleshina

PR Manager: Daria Tarasova and Anastasia Generalova


Food Style Consultant, Producer: Dmitry Zholobov

Food Stylist: Evgeniya Ryazanova and Tatiana Vinogradova

Cameraman, making-of video editing: Anton Borovoy

Sunlight media

Chief Executive Officer: Natalia Valieva

Category: Home , Kitchen