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Haier Joins Plated, MasterCard On 9-City Tour

Haier America has hit the road for a nine-city product tour aboard an Airstream travel trailer to dramatically demonstrate its small-space Urban Kitchen Living line.

The majap maker is showcasing its 24-inch electric radiant cooktop and 5.4-cubic-foot, built-in dual drawer fridge, among other products, with Plated, a national cook-at-home dinner delivery service.

The partnership is designed to build awareness of Plated while introducing consumers to the vendor’s “whole-home solutions for modern living,” said Haier marketing and communications director James Liess.

“Haier offers unique appliance solutions for smaller kitchens whether in urban city centers, older suburban homes or in specialty applications, as seen with the Plated tour,” he said.

Plated is represented on the MasterCard-sponsored “Road to Discovery” tour by Le Cordon Bleu-trained chef Elana Karp and the company’s culinary team.

The road show kicked off last week in San Francisco and will hit Dallas, Austin, Texas, Miami, Chicago, Washington, Boston and New York over the next six weeks.