By Martin Vedris
SYDNEY: De’Longhi Australia is in the midst of a $1.8 million dollar plus advertising and promotion campaign for De’Longhi and Kenwood products, which includes TV , press advertising, demonstrations and consumer promotions including cash backs and bonus offers.
The promotions are geared around Mother’s Day and in addition to building brand awareness, De’Longhi and Kenwood senior marketing manager, Jason Haskins, said that the promotions were designed to drive retail sales and maximise retailer profit
“The beauty of cash back promotions via redemption is that retailers can maximise profitability whilst still giving consumers a saving,” Haskins said.
“In terms of television advertising, De’Longhi just completed a campaign for the Primadonna fully automatic espresso machine that was aimed at women between 25 and 54.
“The advertisement screened nationally on two free to air commercial stations. This was supported in stores with a bonus Giannini Deluxe café set valued at RRP $299.00 as well as a copy of The Great Italian Café TV series valued at RRP $29.95, which has had multiple screenings on Pay TV on the Lifestyle and Lifestyle Food channels last year and earlier this year.”
The Great Italian Café TV series was viewed by over 250,000 households and is now being distributed internationally in New Zealand, Bulgaria, Thailand, China and Hong Kong. There are also plans for a follow up series.
De’Longhi is also offering a bonus coffee pack valued at RRP $69.95 that contains two coffee cups and saucers, Lavazza coffee beans and a stainless steel milk jug and chocolate powder shaker with the Magnifica range of espresso machines, and a copy of The Great Italian Café TV series.
Nespresso is currently airing its George Clooney TV advertisements for Delonghi Lattissima coffee machines — the 15 and 30 second advertisements are on air nationally on all major free to air commercial stations and Foxtel. The Lattissima advertising campaign also includes a comprehensive consumer magazine advertising campaign and a $50 cashback via redemption on all Delonghi Nespresso coffee machine purchases between 19 April and 18 May 2008.
Steam stations are another key focus for De’Longhi, which is continuing with its ironing board giveaway on the VVX2200, VVX2000 and VVX810 models. “We will continue to promote our steam stations with a bonus ironing board valued at $149 as well as do in store demonstrations and offer the 60-day money back guarantee because we are confident that once people try our steam stations they will never go back to a normal iron.”
Kenwood’s ‘Kash Back’ promotion for Mother’s Day on selected food processors and mixers began on 1 March and concludes on 11 May.
This promotion is being supported in stores with point of sale materials and redemption forms and the value of the cash back depends on the price of the Kenwood product and ranges from $20 up to $110 for the top of the line Kenwood Chef Kitchen Machine —KM040 (RRP $1,299).
“In the current retail environment, many suppliers are not helping retailers by investing in the consumer directly via television advertising,” said Haskins.
“De’Longhi are committed to continuing to deliver comprehensive above and below the line, advertising, promotional and demonstration campaigns for the Delonghi and Kenwood brands throughout 2008,” he continued.
“We see exciting opportunities to get our message out there to consumers and believe that with tough retail market conditions, suppliers should be investing more money into marketing campaigns, not less, ensuring we continue to drive consumers at a retail level.”