By Patrick Avenell
Will the phrase “Heston tested” ever enter our vernacular? Breville certainly hopes so. Having signed on the much loved Heston Blumenthal to be its global ambassador, Breville is now beginning what will surely be a substantial TVC campaign, debuting its new advertisement during My Kitchen Rules this Sunday.
Joining Heston in Breville’s ad is design team member Garth Ryan. Together, they compete to create a shepherd’s pie using the new All in One food processor (BSB530, RRP $199).
“Breville’s commitment is to drive store traffic leading up to Mother’s Day,” said Breville marketing communications manager Richard Babekuhl. “The All in One campaign includes numerous touch points to capture as much consumer attention as possible.”
“Including TV, online content, social media activity, a cashback offer, in-store demonstrations and point-of-sale material, the campaign starts on Sunday 28 April 2013 and runs throughout May.”
In addition to running on the Sunbeam-sponsored My Kitchen Rules, the ad will also air during the Breville-sponsored Everyday Gourmet. Naturally, it is also getting a go during Heston’s Feasts on the Lifestyle channel.
And here’s Richard Babekuhl talking about the All in One’s provenance:
“Our designers started with the Choice recommended stick mixer, and then reengineered all of the best attachments from the Australian International Design Award-winning Kitchen Wizz Pro into a compact food processor powered by the Control Grip. With ease of use in mind, they incorporated detachable gearboxes so that everything from the variable mashing attachment to the 1.6L processing bowl is dishwasher-safe.”