Hotpoint has introduced a new consumer campaign for the cooking segment – called Weekend Well Spent – that brings together high-profile food talent, consumer research, paid media and the brand’s latest range of cooking products.
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 (left) 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.
These include Active Multiflow, allowing even cooking across up to four shelves, built-in Air Fry, a dedicated Pizza 310-degrees setting and Keep Warm, offering greater flexibility for everyday meals to adventurous weekend cooking.
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.”
The campaign is also supported by content across Hotpoint’s owned social channels, alongside a dedicated webpage showcasing the cooking appliances, technology and stockists.
