Hisense has unveiled its new ‘Showtime’ marketing campaign, which focusses on its portfolio of kitchen products, including refrigeration, hobs, hoods and ovens.
The 'Showtime' concept was created by Leeds-based agency IMA and provides an underlying narrative for the brand’s food-prep arm, which was initially launched in 2018.
“In making dinnertime showtime, we’re unleashing the magic behind Hisense’s hi-spec cooking ranges. From pyrolytic cleaning features that mean cleaning is done in a flash, to extendable hob ranges to prepare a hearty meal for the whole family, we were inspired to position Hisense as the assistant we need when conjuring up culinary masterpieces,” said Romi McConway of IMA.
The campaign features all-new audiovisual assets for digital channels which highlight key product features, and Hisense says it will also be announcing influencer partnerships to herald the new concept. Consumers will also have the chance to win Hisense products for their home throughout the influencer campaign.
The campaign will also see Hisense launch its first podcast advertising campaign with a commercial partnership with cult favourite Off Menu, presented by comedians Ed Gamble and James Acaster.
Howard Grindrod, vice president of Hisense UK, said: “We’ve seen more and more people enjoying cooking and learning to make food from scratch in recent years – particularly following lockdown ,during which we found ourselves with more time to spend creating delicious home cooked meals.
“We’re seeing home cooks engaging with new ingredients and recipes, which is a cause for celebration. It's more than just a mealtime, it's showtime – Hisense home appliances are the assistant to help deliver the overall magic. Broken-plan living, modern specs and a love for home-cooked food means mealtimes are the biggest events in our daily calendar. We really, truly enjoy it, and that’s what we want to champion!”