client
George Wilkinson
project
Product Launch Brand Strategy
sector
Consumer goods
brief
The brand launch campaign to promote Heatwave, a new cookware range from George Wilkinson, began by targeting department stores, supermarkets & mail order companies. A cardboard engineered range-oven was designed and delivered to key buyers, inside, neatly positioned within the oven drawers was a selection of the new Heatwave products. Independent stores were targeted with a series of die cut direct mail pieces and a pr & advertising campaign ran within industry publications. The reception was a great success, with major retailers agreeing to stock the range within their kitchen departments.
Heatwave’s consumer strategy was led by a pr & advertising campaign in the BBC Good Food Guide and Ideal Home magazines. To compliment, consumer direct mail pieces were designed with special embosses emphasising poring corners and perforated peel-back sections revealing information on the complete range and stockists.