Tefal recorded a record-breaking 121% increase in sales out of its cookware ranges, following an integrated marketing campaign run to support Shrove Tuesday.
The Pancake Day push included a national TV campaign running from February 1-15, a full in-store promotional and demonstration programme, and a major consumer PR campaign targeting national and social media.
In addition, celebrity chef Jamie Oliver was featured on his website using Tefal pans to promote a special Pancake Day competition, while Tefal sponsored the Windsor Pancake Day Race .
The company noted that the campaign was linked in to significant new listings and increased store distribution of existing Tefal cookware ranges. Over 50% of Tefal’s ranges are new and were only launched last year.
Groupe SEB Cookware marketing manager Stefan Kaczmarczyk said: “Pancake Day was given a big ‘thumbs up’ by consumers who were able to create an event in their own homes with the aid of Tefal Frypans and some simple ingredients.
“In these days of austerity, Tefal was delighted to play its part by creating an effective campaign which drove the cookware market in the first quarter. Roll on Pancake Day 2014!”