In latest ad campaign.

Haier has launched a national campaign, Cheers James, across television, social and in-store execution, to celebrate the original inventor of the refrigerator in 1854, James Harrison.

The campaign aims to celebrate the refrigerator while also highlighting how Haier’s James refrigeration range has been designed to meet the specific demands of modern Australian life.

“We wanted to highlight that while Haier is a global brand, the technology featured across our refrigeration range is designed with Australian lifestyles in mind – right down to the Australian market specific fridge width of 790mm,” Haier senior brand manager, Olivia Anderson said.

“Boasting features such as adjustable shelving for those who love entertaining, a MyZone variable temperature drawer to keep craft ales at 2 to 4 degrees Celsius, and super freeze technology to help freeze ice blocks quickly, the Haier James refrigeration range is designed and made to perfectly cater for modern Australian home life,” she added.

James Harrison, inventor of the first fridge in 1854

The campaign uses a series of scenarios to celebrate how Australian consumers use their refrigerators today, referencing millennials filling up shelves with fresh avocados for avo-on-toast and hipsters utilising adjustable temperature drawers for chilled craft beers.

The four TVCs showcase how Haier’s in-depth research into how local consumers use their refrigerator in everyday life informs the technology behind the James range.

“Haier’s affectionately nicknamed James range pays homage to inventor James Harrison and really is a fridge range made for Australia,” Anderson said.