By Sarah Falson
SYDNEY: Breville raised over $300,000 for The AIDS Trust of Australia at the Good Living Sydney Food and Wine Fair last weekend, and announced it was the brand’s most successful involvement at the fair to date.
As the principal sponsor of the event, which was held at Hyde Park in Sydney as part of the Sydney Morning Herald’s Good Food Month, Breville, along with 120 of Sydney’s key restaurants, cafes and wineries, helped raise funds for charity through product demonstrations and food sales.
On the day, the small appliances manufacturer showcased some of its new flagship products for Christmas, including the IKON Kinetix Blender BBL600, with the company’s own Kinetix blade and bowl system, and both the IKON Espresso Machine BES400 and ‘professional-grade’ 800 Class Espresso Machine BES800 that delivers “the creamiest smoothies and gourmet espresso”, the company said in a press release last week.
HWI Electrical general manager, Cameron Searle, said that the fair was a great brand and consumer awareness opportunity for Breville, particularly since the audience at the fair consisted of largely the company’s target audience.
“People who attend The Sydney Food & Wine Show not only enjoy fine foods from restaurants, but they are also more likely to be preparing food in their homes,” he said.
“By holding live product demonstrations, consumers can see first-hand the high level of innovation, technology and performance of Breville’s latest products.
“Events provide a strong platform to communicate one-on-one with consumers and it is very powerful for them to see just what our products are capable of.
“We also have the opportunity to inspire our consumers and show how easily Breville appliances are used at home.”
Searle said the new Breville Kinetix blenders, which were showcased at the event, are superior to any other blender on the market.
He also says The Sydney Food and Wine Fair was an important part of Breville’s marketing mix, as it was an event where the brand could visually demonstrate its latest products’ new technology and versatility, directly to the target audience.
“The timing of the Sydney Food and Wine Fair means that these demonstrations tie-in with the arrival of our products in-store for Christmas,” said Searle.
“We have a proven track record of improving sales and awareness through key events around Australia and we are confident that our sponsorship of The Sydney Food and Wine Fair will contribute to significant Christmas sales for Breville this year.”
The event attracted over 40,000 people to Hyde Park this year.