Zyliss and Culinare products are poised to benefit from a £2m investment in what supplier DKB Household believes to be the biggest combined advertising campaign in the housewares industry in recent years.
With their first airing next month, the television ads will run for 10 weeks to support the new electronic kitchen gadgets in the run-up to Christmas.
The Zyliss Multipeeler ads will run throughout October, while the Culinare One Touch jar opener and One Touch can opener will be promoted during November. In December, both the Multipeeler and One Touch ads will be aired, culminating on December 24.
With the campaign running on both terrestrial and satellite channels, 78% of the UK adult population are expected to see each part of the campaign at least once, and 40% at least four times.
DKB Household marketing manager Grant Race said: “This is the fourth consecutive year our company has invested in a television advertising campaign, following the Jamie Oliver Flavour Shaker in 2005 and 2006, and the Culinare One Touch can opener in 2007, and is to date the most we’ve ever spent.”