Hotpoint puts cooking in the spotlight with new consumer campaign led by cookbook author
Hotpoint puts cooking in the spotlight with new consumer campaign led by cookbook author
Hotpoint is continuing its investment in the cooking category with the launch of Weekend Well Spent, a new consumer campaign bringing to together high-profile food talent, consumer research, paid media and its latest range of cooking innovations. The campaign forms part of Hotpoint’s ongoing commitment to building brand awareness, consideration and showcasing its built-in cooking range through consumer PR, influencer relationships and social media throughout November and December.
Leading the campaign is cookbook author and food personality, Amy Sheppard, known for her approachable, family friendly recipes and wholesome approach to home cooking. Amy is joined by a wider line-up of food and lifestyle creators, bringing the campaign to life through engaging recipe-led content that celebrates the joy of cooking and spending time at home, whilst showcasing Hotpoint’s latest built-in cooking innovations.
Underpinning the activity is new research commissioned by Hotpoint, which found that 73% of Brits look forward to spending their weekends at home, while almost a third find weekend cooking relaxing.
Hotpoint has also partnered with Professor Fuschia Sirois of Durham University to explore the growing appeal of staying in, with the findings supporting a programme of national consumer PR and broadcast activity.
Kimberley Garner, Brand Manager at Hotpoint said; “We’re continuing to invest in Hotpoint’s cooking portfolio, and it’s important that our marketing activity reflects the innovation we’re bringing to the category.
“Our Weekend Well Spent research clearly shows a passion for weekend cooking at home as 63% of respondents highlighted it as enjoyment, rather than a mid-week chore. These insights allowed us to connect with consumers through relevant, engaging content, while working with credible food talent to showcase our technology in real-life settings.
“By bringing together consumer insight, creator partnerships and PR, we are building great visibility for Hotpoint in cooking and giving consumers more reason to choose our brand".
The campaign is also supported by content across Hotpoint’s owned social channels, alongside a dedicated webpage showcasing the cooking appliances, technology and stockists.
Tags: news, kitchens, hotpoint, beko plc, kimberly garner, appliances
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