Panasonic’s choice of Paco Pérez as the image of their Cooking product range is designed to represent innovation, creativity and passion for food. These values the chef and the brand share entail a search for products that improve consumers’ health and wellbeing and adapt to new lifestyles and consumer trends. Five Michelin-starred Paco Pérez (two for Restaurante Miramar, two for Enoteca at Hotel Arts and one for Cinco at Hotel Das Stue in Berlin) helped communicate the potential of the range of small domestic appliances: “these precise, easy-to-use, tidy products can make our life much easier so that we can enjoy delicious, healthy family meals”. The campaign focused on positioning technology as a key ally in getting people to cook healthy, home-made food again.