Bosch

The challenge

Bosch Canada was well known for dishwashers, but that recognition was narrower than the business opportunity. To grow consideration across the kitchen, the brand needed to show Canadians why Bosch was not just a category leader in one area, but a premium appliance brand built for the long haul.

What Bob’s Your Uncle did

Bob’s Your Uncle created Work Like a Bosch, the first mass-market Bosch campaign developed specifically for Canada in both English and French. Built around the idea that real life is the stress test, the campaign turned long-term reliability into a more human, memorable, and persuasive proof point across film, digital, and social executions.

Why it matters

This is a strong example of how Bob’s Your Uncle helps brands sharpen their market position and turn that strategy into creative people can feel. For Bosch, the result was a campaign designed to broaden category awareness, deepen product understanding, and make the brand more compelling as a full-kitchen choice.

Work Like a Bosch

Helping Bosch expand from appliance leader to full-kitchen brand in Canada

Bosch is one of the most recognized appliance brands in the world, known globally as the #1 dishwasher brand by volume (Euromonitor, 2025). But in Canada, that strength came with a constraint: while Bosch had strong recognition in dishwashing, it was less top-of-mind as a premium full-kitchen brand.

As Bosch Canada expanded into additional categories, including vacuums and fully automatic espresso machines, the next challenge was clear: build broader awareness of Bosch’s strengths across the kitchen and give Canadian consumers a more complete reason to consider the brand.

That opportunity led to "Work Like a Bosch," the first Canada-specific mass creative campaign developed for both English and French Canadian audiences under the global Like a Bosch platform.

The challenge

Bosch Canada needed to shift consumer perception.

The brand was already trusted, but often in a narrow way. Many Canadians knew Bosch for dishwashers, not necessarily for refrigerators, induction cooking, or the broader premium kitchen experience. At the same time, the category was crowded with feature-led messaging and premium claims that often felt interchangeable.

The challenge was not simply to advertise products. It was to reposition Bosch in Canada as a premium kitchen brand with the kind of long-term performance people could genuinely trust.

That required a campaign rooted in a truth more meaningful than short-term product promises: when people invest in premium appliances, they want confidence that the product will keep performing through real life, not just on day one.

The insight

Real life is the stress test.

In a category full of polished demos and spec-driven messaging, Bosch had an opportunity to stand apart by dramatizing something more human and more credible: the value of reliability over time.

Consumers are not just buying appliances for how they look in the showroom. They are buying them for the years that follow: busy mornings, family dinners, changing routines, and all the ordinary moments that quietly test whether a premium purchase was actually worth it.

That insight became the strategic and creative foundation for the campaign.

The idea

Work Like a Bosch

Bob’s Your Uncle developed a Canada-specific campaign built to show Bosch appliances performing through the unpredictability of everyday life and major life changes over time.

The campaign is anchored by a 30-second hero film that follows a Canadian couple across the years, using the kitchen as the stage for real life as it unfolds. Rather than treating reliability as a technical claim, the creative turns it into a lived truth. Bosch appliances are shown doing what they are meant to do, year after year, as life happens around them.

The tone is light, warm, and unmistakably Bosch, supported by a memorable jingle and a simple idea that gives the brand both emotional resonance and product credibility.

Supporting executions

To deepen understanding across categories, the campaign also includes a series of 15-second spots focused on key appliance areas:

• Refrigeration
• Induction cooking
• Dishwashing

Each execution highlights one core product benefit and ties it back to a clear Work Like a Bosch proof point.

The campaign is further supported by six-second cutdowns, including:

• Chill Like a Bosch
• Cook Like a Bosch
• Clean & Dry Like a Bosch

Together, the assets were designed to do distinct jobs across the funnel: build awareness, improve category understanding, and drive consideration closer to purchase.

The Canadian opportunity

The global Like a Bosch platform had already been established in Canada since 2023, but this campaign marked a new chapter: the first mass market creative developed specifically for Canadian audiences in both English and French.

The strategic opportunity was to preserve the strength of the global platform while making it feel genuinely local.

Bob’s Your Uncle brought that Canadian specificity into the work through understated but familiar details, from bagged milk in the fridge to maple syrup on the table to the feel of a fall scene outside the window. These cues helped the campaign feel lived-in, recognizable, and relevant to Canadian households without losing the consistency of the broader brand platform.

Why it matters

This work helped Bosch Canada move from narrow category recognition toward a broader premium brand story.

Instead of relying on generic premium cues or feature-heavy messaging, Work Like a Bosch framed Bosch around something more durable: long-term performance proven by everyday life. That gave the brand a stronger emotional and strategic position in a market where consumers are increasingly skeptical of premium promises and more focused on value that lasts.

For Bob’s Your Uncle, the campaign is a strong example of what we do best: helping brands translate strategy into creative that is both human and commercially effective. In this case, that meant taking a global platform, grounding it in a distinctly Canadian insight, and building a mass campaign designed to expand consideration across an entire portfolio.

The launch

The campaign launched on May 1 and runs throughout the year in both English and French across:

• Amazon Prime Video
• CTV
• YouTube
• Meta
• and other channels

Creative was led by Bob’s Your Uncle, with media by Dentsu and PR by SJR.

What Bosch said

“The core idea behind the campaign is that real life is the stress test. We wanted to convey in the creative that most appliance brands sell you the first impression. Bosch sells you the twentieth year.”
— Corina Tryshyn, Brand Manager, BSH

“This is an exciting moment for the Bosch brand in Canada. We have strong recognition in the market, but it's narrow. Canadians don't always think of Bosch when they're planning the full kitchen. And we know that Canadians are in a different headspace than most global markets right now. They're investing in their homes for the long haul, they're skeptical of premium promises and they want to feel like their money went somewhere real. This campaign positions Bosch as the brand that can fulfil Canadians’ demand for appliances that offer long-lasting performance.”
— Ashley Audisho, Head of Marketing, BSH Group Canada

A final word

“The best thing we did was trust the story. A couple, a kitchen, twenty years of real life. When the work is that honest, the product doesn't need to sell itself — it just has to show up. Bosch did.”
— Bob Froese, Founder, Bob’s Your Uncle