How Miele’s culinary experts became creators powered by Canon

Picture your dream kitchen. There’s a high chance it features a Miele product. Famed for its award-winning, high-end appliances, family-owned Miele has been a major international manufacturer since 1899. For a 100-year-old brand with an outstanding reputation for its design, image is hugely important at every customer touchpoint, including their online editorial programme.

To take their digital content capabilities to the next level, the culinary team in Switzerland wanted to introduce episodic live streams where customers could discover how to make the most of their products through cooking demos and tutorials, much like what you’d watch on TV. With room for an intimate live audience, their professional on-site studio required a permanent multi-cam solution that was operable by non-technical staff, since they wanted to shift all production in-house.

Previously, whenever they wanted to produce content, such as cooking demonstrations and product showcases, they relied on agencies which meant high costs, complex studio reconfigurations and slow turnaround times.

“With Canon, we found the perfect tool to meet our needs in both video and photography,” says Barbara Märkli , Head of Culinary Experience, Miele AG. “We save agency costs in the upper five-figure euro range, and we expect to amortise our studio within the next three years.”

Client: Miele AG
Location: Spreitenbach, Switzerland

“Before I was in front of the camera as a chef, I was a little bit worried about using a professional camera,” says Benoît Croset. “But now, after training with Christian, I can work the PTZ camera. It's very, very easy to use.”

Benoît is one of Miele’s appliance specialists and chefs, who is now directing and producing their cooking shows from behind the camera alongside fellow chef Marco.

Having spent time doing cooking demos themselves, they know exactly what’s going on inside the presenters’ heads and how the production needs to be flexible enough to work around them, while still spotlighting their appliances in action as part of the cooking process.

Cooking live is unpredictable. The team needs equipment that allows them to respond instinctively to off-script moments. In case of things not going to plan out the oven, having a nimble PTZ pan to another area is important, for example. Nobody wants to see that burnt pizza in macro.

For Christian Mossner, Co-CEO of Ganz Supravision AG, the authenticity of the brand comes across more with in-house talent who know the story, technology and process inside out. He explained: “The most convincing factor for Miele was the colour accuracy and performance of the camera. It's a very food-oriented company with very demanding expectations in terms of image quality.”

The result? Branded cooking shows that look like they should be on TV, all produced in-house by chefs-turned-creators. Whether in front or behind the lens, Miele’s Swiss team is proving that in-house video production is now a reality. Christian believes “there will be many other companies doing the same – learning from Miele.”

The icing on the cake for Barbara is “the state-of-the-art technology, the outstanding handling and the reliable performance from Canon.”