Overview
Kitchen Robotics, a company founded in 2019 in Israel, has emerged as a leader in the development of innovative food automation solutions, making strides in the world of AI-powered cooking. Beastro, Kitchen Robotics' flagship product, is a cutting-edge robot designed to revolutionize food preparation. This AI-powered cooking system is capable of preparing up to 75 dishes per hour, using as many as 37 ingredients, while offering personalized meal options to cater to dietary restrictions and allergies.
Kitchen Robotics asked 5W to elevate the visibility of Beastro by showcasing it at Florida International University (FIU) in Miami. The goal was to capture local media attention, particularly through on-campus events and broadcast segments, to raise awareness and generate excitement about Beastro’s capabilities. With the university’s back-to-school season offering a timely hook, the company sought to use this event to position Beastro as a transformative tool for meal preparation, emphasizing its operational efficiency, ability to reduce labor costs, and potential to improve food waste management.
Strategy
Broadcast media was identified as a key target, given its ability to amplify the story and showcase Beastro’s capabilities in a highly visual way. The goal was to secure on-site shoots and segments that would demonstrate Beastro in action, preparing meals quickly and efficiently for students while highlighting its operational benefits.
Recognizing that the back-to-school season was approaching, the team crafted a media advisory that would alert local lifestyle reporters to the start of the semester and the return of students to FIU. They also capitalized on the timing of Labor Day and the end of summer as an opportunity to pitch local broadcast media outlets. These outlets would be able to tie in the “return to campus” theme with a visual demonstration of Beastro preparing meals for students — turning the event into a timely news moment.
Results
The campaign generated impressive results, significantly exceeding expectations. The team secured a total of 10 media placements, including two broadcast segments on local Miami TV stations. These segments were pivotal in generating awareness of Beastro and showcasing its potential in a highly visual format. All four major TV stations in the Miami area expressed interest in the robot, resulting in widespread media attention across the region. An additional organic mention on The Late Show with Stephen Colbert gave Beastro national visibility, demonstrating the far-reaching impact of media coverage. The campaign delivered an impressive 139 million earned media impressions.
The campaign also contributed to a new business lead for Kitchen Robotics, which played a role in helping the company raise $1 million in funding.
