Appliance manufacturer Hotpoint is embarking on a TV advertising campaign, aiming to emotionally connect with its audience through the warmth and satisfaction of baking the perfect loaf of bread.
Following on from Hotpoint’s announcement of its one-year sponsorship package with weekly magazine show Sunday Brunch, the appliance brand has revealed it will be embarking upon a TV advertising campaign with Channel 4 during October 2016.
The 30 second TV advertisement showcases Hotpoint’s new built-in collection of appliances – the brand’s first launch of a full suite of built-in appliances for five years. Made to promote Hotpoint’s new range of ovens, “Baker” continues the new direction for Hotpoint’s advertising campaigns – with products cast as supporting actors in vignettes that cherish the precious nature of everyday life and showcases the brand’s promise of “caring for the things that matter most”.
Hotpoint will be targeting ABC1 adults with the creative, which can be viewed in October during the breaks of popular lifestyle programmes such as Grand Designs, Sunday Brunch, George Clarke’s Amazing Spaces and Food Unwrapped. The broadcast advertising will be part of a cross channel campaign that will feature online video, digital, and programmatic ads as well as supporting POS materials.
Hotpoint brand communications director Ian Moverley commented: “Our latest TV advert, airing in October, is a true reflection of our new brand positioning; caring for the things that matter most, and combines the warmth and tradition of baking bread at home, with today’s modern and technologically advanced kitchen. We have very deliberately taken a powerful, near-cinematic approach to connect emotionally with the viewer and convey the sense of something authentic that we can all recognise – the place that cooking has within our lives. The TV advert aims to support our brand ambition to be the No.1 player in the cooking market – showcasing our latest technological advances that help to make sure each and every meal is cooked to pure perfection.”
