Sunbeam hopes pie to sky for Father’s Day

By James Wells

SYDNEY: Sunbeam has committed a six-figure marketing investment for its Pie Magic pie maker for Father’s Day.

According to Sunbeam marketing manager – kitchen appliances, Damian Court, Father’s Day will offer a strong opportunity for sales of its pie maker – Pie Magic.

“Last year we placed two double page spreads in two major consumer food magazines in the lead-up to Father’s Day and as a result, one retail group reported that the Pie Magic as the single best selling product for that three to six month period.

“As a result, we are doubling our investment to a six figure marketing investment to test the responsiveness to the Pie Magic.”

When launched over a decade ago, the Pie Magic sold 210,000 pieces in the first 12 months.

“The reality is, it is one of those products that Australians are fascinated by. It is a quiet achiever with real potential. The Sunbeam Pie Magic 4-up is still the same trademark that was used 15 years ago. It features seal and crimp edges and can cook four pies in seven minutes."

Father’s Day will also represent the 2007 financial year investment for Sunbeam’s Food Saver vacuum packaging product.

“It will be a much more consistent investment in television rather than short burst,” said Court.

“It will be the beginning of more continuous television investment as Food Saver continues to grow above our expectations, which were already optimistic. The home vacuum packaging market is in the vicinity of $6 million to $8 million at retail. It has doubled over the last 12 months and it has a long way to go.

“Television advertising is the main reason for that growth as it is such a demonstrable product. It offers a pretty powerful motivator, particularly as it reduces waste.”

Court estimates that approximately 60 per cent of sales of the Food Saver are generated in regional areas.

“It is almost a tool for regional consumers and an appliance in the metro areas,” he said.

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