Tefal invests £1 million in TV ad campaign

Tefal is investing in a £1 million TV advertising campaign to support its Ingenio cookware range.

The push will run nationally from October 30 to November 30 on prime time and multi-channel stations.

The housewares supplier said a new creative execution will be used in 20-second and 10-second formats that ‘seeks to communicate the versatility and space-saving aspect of Ingenio in a fresh and compelling way’.

The Ingenio concept is built around handles that attach and detach with just one click. This means the pans can nest inside one another for storage, but have a separate handle for moving them around.

Stefan Kaczmarczyk, cookware marketing manager at Groupe SEB, said “Ingenio continues to build good traction in the UK and the TV campaign aims to drive awareness of this brilliant cookware innovation.

“In particular, the campaign seeks to attract new consumers as well as reminding existing consumers of the features and benefits of Ingenio – and that it’s a highly collectable range with additional loose products and accessories to complement core sets. This promises to encourage trade up and repeat purchase.”

The promotion will be supplemented with in-store support for select retailers including new POS, visual merchandising and live demos. An investment has also been made in digital & social media activity.

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