kb-network    News 27 Sep 2016

Hotpoint launches TV campaign on Channel 4 after confirming Sunday Lunch sponsorship

Baking, if not kitchens has been all over the news recently, and with a sense of timing that should be admired, Hotpoint has announced the start of a TV advertising campaign – on Channel 4 no less – that will emotionally connects 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.

Hotpoint’s new ad tells a warm, evocative story that contrasts the magic of childhood memories of freshly baked bread aroma, with a present day narrator experiencing the simple pleasure of baking his own bread at home with a new Hotpoint oven.

The 30 second TV advertisement, created by JWT Italy and Movie Magic, 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’ will draw on the same themes of taking time to care and respect for the things that matter most. Hotpoint will be targeting ABC1 adults with the ATL 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.

Ian Moverley, brand communications director for Hotpoint, said: “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.”