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Do you have well-worn knives, dough-covered hands or blisters? Then you have the marks of a maker, a cuisine-linked identity that KitchenAid is promoting in its first brand campaign, debuting Thursday.

“We’ve always recognized that KitchenAid was focused on a consumer who is unique,” says Christina Hoskins, senior brand manager at KitchenAid, which is owned by Whirlpool. She notes that the kitchen brand has run product-focused campaigns in the past, including 2016’s “Yours for the making,” but that the new marketing push is a higher-level brand campaign for KitchenAid overall. “We spent several months learning more about the consumer we serve,” she adds. “We recognize that cooking for them and being a baker, or a maker, in the kitchen is part of who they arepart of their identity.”

Founded 99 years ago, KitchenAid celebrates its 100th anniversary next year. Yet unlike a century earlier, it is now battling a host of competitors in the kitchen, including startups like Misen, a Brooklyn-based brand that used crowdfunding to start its business, and established brands like LG and Samsung, which have expanded their digitally connected wares to include appliances such as refrigerators. Amazon is also entering the space and debuted its own Alexa-connected microwave oven, through its private label AmazonBasics brand, earlier this month.

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