Mother’s Day advertising battle now on


By Patrick Avenell

SYDNEY, NSW: You know Mother’s Day is around the corner when small appliance brands start ramping up their above the line marketing expenditure. Breville has today announced details of its new television campaign, which will build on its pre-existing ‘Thought for Food’ theme.

The centrepiece product of this campaign is the ikon Slow Cooker with Easysear pan (BSC560). Consumers who are lured into purchasing this gift for Mum will receive a cookbook entitled ‘My Table’ by Pete Evans.

“Our broadcast, print, online and in-store promotional activities are working collaboratively to ensure Breville is top of mind in the lead up to Mother’s Day. With the weather cooling down and more nights being spent inside in front of the TV we expect the campaign to reach a broad audience and provide inspiration for gift-giving and cooking at home,” said Breville brand director David Gubbin.

Meanwhile, Commercial Radio Australia is also running a Mother’s Day marketing campaign, with CEO Joan Warner looking to communicate the feature benefits of DAB+ digital radio.

“The aim of these new ads is to target the 40 per of people that in our research said they would buy a digital radio in the next 12 months by highlighting three of the digital radio features: new DAB+ only programming, sound quality and the pause and rewind feature available on some digital radios,”  said Warner.

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