Huntington Beach, Calif.-based appliance brand Thermador rolled out a new-and-improved social media strategy that includes a well-known food blogger.
Jaden Hair of Steamy Kitchen will contribute recipes and posts for Thermador's blog.
“We are extremely excited to welcome Jaden Hair to the Thermador brand family,” said Zach Elkin, director of the Thermador brand. “Jaden’s mantra of fresh and healthy cooking aligns beautifully with our message, especially with our increased presence in the steam-cooking arena. Additionally, Thermador’s partnership with Jaden further strengthens our relationship with the food-blogging community, which provides a direct link to the cooking enthusiasts we are so passionate about.”
Last year Thermador partnered with blogger Maria Lichty.
In its announcement regarding the blog, Thermodor said blogging is part of a 2011 marketing campaign that will focus on two steam-related products -- its Steam & Convection Oven introduced in October, and a second innovation "set to launch this summer."