Block Perth launches ‘Side by Side’ content platform for Kitchen Warehouse’s Wolstead
Following the successful relaunch of Kitchen Warehouse’s performance cookware brand, Wolstead, independent Perth based branding agency, Block has introduced Side by Side—a content platform designed for passionate home cooks.
Bringing Wolstead’s brand idea, For Those Who Know, to life, the first episode features renowned chef and Culinary Director Cameron Cansdell putting Wolstead cookware to the test in the kitchen at Wildflower Restaurant at Bells of Kilkare on the NSW Central Coast).
Part product comparison, part recipe how-to, Side by Side follows Cansdell as he prepares his signature dish—Spaghetti with Local Pippis and Sea Urchin Butter—twice: once using his usual professional cookware and again with Wolstead.
“Side by Side is a long-term platform that speaks directly to home cooks who understand that great cooking starts with great cookware, and that quality doesn’t always mean paying a premium,” says Kitchen Warehouse Chief Customer Officer, Simon Lamplough. “We knew Wolstead’s Steeltek Ultra range would stand up to the challenge, but seeing it perform alongside the gear Cam trusts every day in his kitchen was hugely satisfying.”
Cansdell admits he was initially hesitant about taking part. “I wasn’t sure what I’d do if the cookware wasn’t up to scratch,” he says. “But after using it, I grabbed as much Wolstead gear as I could after the shoot—I’ll genuinely be using it in my kitchens going forward.”
Directed by Tim Thatcher of Armchair Safari Productions, known for his work with Matt Moran, Adam Liaw, Poh, Donna Hay, and brands such as Nespresso, Arnott’s, and Tourism Australia, the series blends the authenticity of social content with the polish of television.
“We wanted Side by Side to feel as real as the cooking process itself, but with the production values and storytelling of TV,” says Block Co-Founder & Creative Strategy Director, Mark Braddock. “This first episode is just the beginning—we’re inviting more of Australia’s top chefs to put Wolstead to the test in their kitchens, delivering a series packed with great recipes, expert technique, and cookware that’s built for those who know.”
