OREANDA-NEWS.  Imagine a cooking contest where the biggest flop wins. Introducing the GE “Reimagining Home” Cooking Fail Redemption, a contest where consumers submit their best cooking failure and the story behind it to the GE Cooking Fail Tumblr page. The contest, part of “Reimagining Home,” a new GE brand campaign, offers consumers the chance at redemption with an invitation to GE’s headquarters in Louisville, Ky. to re-create the same dish under the guidance of expert Chef Jeffrey Saad, host of United Tastes of America on the Cooking Channel. The contest kicks off August 19, 2013, and runs through September 3, 2013.

 “At GE, we asked ourselves: If your kitchen could study you, and your failures, how would it adapt to make your life easier, your meals better?” said Eddie Martin, chief marketing officer for GE Appliances. “To answer that question, we launched our 'Reimagining Home’ campaign, a new way to look at the functionality of the kitchen, where we sometimes succeed, sometimes fail—and it’s these moments of human fallibility that make the campaign so easily relatable to consumers.”

 The road to winning with a cooking fail starts and finishes in GE’s Kitchen Reimagined interactive space, an extension of the 'Reimagining Home' campaign. There, visitors can explore clickable hot spots to pull up insights, tips, smart design features, infographics, demo videos, social streams and little lessons to learn more in the kitchen. Because the virtual kitchen never stops learning, it continuously updates with new information from GE experts, cooking pros and consumers.