Rangemaster wins Global Marketing Society award for its TV campaign

Rangemaster has won the Brand Communication – Agility Award at the Marketing Society Global Awards, which recognises the success of Rangemaster’s first-ever brand-led television campaign, Part of the Family since 1830, which the company says 'helped buck declining market trends and delivered exceptional commercial growth' for the British range cooker brand.

The Marketing Society Global Awards attract entries from some of the world’s biggest brands and agencies. In addition to its award win, the AGA Rangemaster team was shortlisted for Best Brand Marketing Team, placing them in the top 5 globally from 196 entries.

The award-winning Rangemaster TV campaign was developed around idea that while modern kitchens favour hidden appliances, Rangemaster owners see their cookers as the heart of the home and a focal point of family life, repositioning the range cooker from practical appliance to aspirational centrepiece. The creative features a family gathering to meet a ‘new arrival’ – revealed to be not a baby but a gleaming Rangemaster cooker.

Despite operating in a declining category, the company says the campaign delivered 'outstanding' results. Sales volumes increased to almost 3 times 
the original target, while market share grew and key brand health metrics, including awareness, consideration, preference and purchase intent, all improved. The judges praised the campaign’s “strategic agility, creative execution and measurable business impact”.

Zoë Carter, brand consultant, and senior brand manager Emma Cowley led the strategic and creative development of the campaign, working with agency partners and teams across the business to bring the platform to life across television, digital, retail, trade and experiential channels.

Dominic Worsley, MD, AGA Rangemaster, said: “To receive recognition at a global level alongside some of the world’s most famous brands is a tremendous achievement for everyone involved. This campaign was built on a clear belief that Rangemaster remains an important part of family life in Britain, and the results demonstrate the power of combining strong insight, creative bravery and commercial focus. Winning this award is a proud moment for the entire AGA Rangemaster team and for everyone who helped bring the campaign to life.”

The company says the campaign forms part of a wider investment in the future of the Rangemaster brand following significant investment in UK manufacturing and product innovation.