Brand ambassador Adam Byatt cooked live on stage

Home appliance manufacturer Whirlpool is hosting a series of live consumer events, called Main Ingredient, at the Westfield Stratford City shopping centre in Stratford, London.

Whirlpool’s brand ambassador celebrity chef, restauranteur and food writer, Adam Byatt kicked off the first event, cooking live on stage using the company’s latest Absolute appliances.

He also encourage consumers to join him on stage, issuing them with cooking challenges. The campaign has been designed to engage shoppers, and encourage them to share their experiences on social media.

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In addition, there were opportunities for shoppers to win a selection of prizes, including the chance to attend a Masterclass tutored by Adam Byatt.

Brand and digital marketing manager of Whirlpool, Jennifer Spragg, said: “Westfield is a superb opportunity to show-off the new stylish Absolute design range and offers marvellous exposure as it is the busiest shopping centre in western Europe with over 750,000 consumers visiting every week.

“The first ‘Main Ingredient’ event was a huge success. There was a real buzz around the demonstration theatre, with shoppers hungry to get hold of a special Whirlpool chef hat, and to get celebrity chef, Adam, to autograph them! We had an exciting egg white whisking challenge, with lots of upside down bowls to see which mixture held out the best. It was a great experience and engaged the shopper-audience superbly. We hope this will inspire consumers with superb culinary ideas and a great Whirlpool experience through the use of our products.”

She added: “We are thrilled with the results and the exposure, and we are looking forward to the next experiences over the coming weeks, including an event to support Father’s Day; Adam Byatt will be back following his stint on BBC’s Saturday Kitchen, and we will have a local company, Gym’s Kitchen, promoting health and fitness too.”