IO Shen is ramping up its consumer advertising spend ten-fold this year – and is enjoying a growing amount of exposure for its knives on television cookery programmes.
The company is taking full-page ads in Good Food Magazine, Delicious, Olive and Jamie Oliver’s new Jamie Magazine, the first issue of which reportedly sold 140,000 copies.
All consumer traffic will be directed to nearest stockists.
IO Shen is also reproducing the ad as point-of-sale material for stockists.
The campaign coincides with increasing appearances by the knives on a range of television programmes. Jamie Oliver used IO Shen products in his Christmas special, and the company says they are also set to be used on Masterchef and Gary Rhodes’ upcoming series, Rhodes across the Caribbean.