Mobalpa redevelops global positioning with The Market Creative

Adam Tregaskis, account director at The Market Creative, said: “We have assessed and adapted every element of Mobalpa’s marketing to engage the UK market from proposition to copy, design and imagery. By leveraging Mobalpa’s roots as a family business in the French Alps, we hope to create curiosity in the brand and product range while at the same time reinforcing our positive associations with the country such as gourmet cuisine, fine wines, family values, chic style, and placing the kitchen at the heart of the home.”

Special promotions and competitions will run for the launch, with press and online advertisements in local newspapers and lifestyle magazines, POS, PPC and door-drop activity to take place as part of the campaign.

Cyril Raberin, export manager at Mobalpa and general manager of Mobalpa UK Ltd, added: “The UK kitchen market traditionally has non-transparent pricing with permanent sales and offers a limited number of ranges. We are bringing a unique proposition to the sector with a collection spanning more than 235 designs and a completely transparent pricing structure.

"The Market Creative has taken our global positioning and made it mean something to the UK market. We chose to work with them because of their expertise specifically in UK kitchen retail and we have not been disappointed. As well as providing market insight they’ve also ensured our messaging is localised in the UK.”