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12th May 2002
Rangemaster, the UK`s leading manufacturer of range cookers, is set to generate major brand awareness this summer with a heavy weight £1 million advertising campaign across key trade and consumer titles.
The adverts are designed to achieve high impact levels with the use of vivid colours and tongue-in-cheek straplines, such as `Wok till you drop`, `stuff yourself silly` and `wake up and smell the bacon`. Rangemaster`s aspirational positioning is reinforced using the `Now you`re cooking` theme.
The style adopted in the new Rangemaster adverts goes against most traditional cooker advertising, which focuses on product and kitchen shots. In creating a fun lifestyle statement about the versatility of Rangemaster cookers, the campaign aims to raise awareness amongst existing and potential users that it doesn`t take a culinary genius to create great food on such high performance cookers.
The advertising also reinforces the Rangemaster name after the company`s recent re-branding from Leisure Consumer Products.
Wayne Hampton, Head of Marketing at Rangemaster commented: "The advertising is very much a departure from the norm in cooker advertising. We need to increase awareness quickly with consumers and emphasise that we are the masters of Range cooking.
In doing so, we aim to differentiate from other cooker brands by using a quirky, tongue-in-cheek approach. We are daring to be different".
The adverts will run in selected home and food interest monthly magazines, with a combination of single and double page executions, which will deliver a powerful seven opportunities to see campaign.
Rangemaster has launched a new website http://www.rangemaster.co.uk/ to support the rebranding campaign.
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