Panasonic Canada's home appliance division was set to launch a new and innovative "3 in 1" oven that combined steam cooking with a convection oven and microwave capabilities. Research showed that most consumers didn't understand the differences between a standard microwave and a "steam convection" oven, and were unaware of the benefits of the new oven. As well, appliance retailers provided very little information, and the Panasonic oven was typically displayed alongside standard microwave ovens. As a result, consumers only saw the higher cost of the Panasonic oven without understanding the value.
Field Day developed a creative campaign that consisted of two different 30 and 15 second TV and online commercials, a website landing page, social content, and standard online paid ad units. The creative concept focused on the ease of meal preparation with the steam convection oven, where anyone could be a home chef. The campaign theme - "Who Knew?" - focused on the ease of the product and posed the question to viewers: who knew that creating flavourful, healthy meals could be so easy?