Tefal invests in £1m in TV push for ActiFry

Following on from a £700,000 TV campaign at Easter, Tefal is investing £1m in another TV promotion for its best-selling kitchen appliance: the Tefal ActiFry range.

Running from November 2-29 and using a 20-second and 10-second ad mix, the campaign will demonstrate how ActiFry is ‘the healthiest and most effective way’ of frying, allowing users to cook oil-free chips from frozen.

The ad will once again spotlight the latest member of the range: the all new ActiFry Express XL which, Tefal says, ‘has been completely redesigned to coincide with the huge changes of technology and design within Britain’s homes’. This fryer will now cook over 1.5kg of vegetables, curries, chips and more, using very little oil within 30 minutes – making the ActiFry Express XL the quickest low-fat fryer in Tefal’s range.

The campaign will run nationally and will be broadcast on a wide range of TV channels including ITV1, Channel 4, Channel 5, Daybreak and ‘Multichannel’.

Groupe SEB marketing director Dominik Pytel said: “The Tefal ActiFry low-fat fryer range has not only totally rejuvenated a major market but has indeed created a new market category for healthy cooking with brilliant versatility. Retailers should maximise this TV campaign investment at point-of-purchase.”