Morphy Richards launches new brand positioning and creative campaign

Morphy Richards new positioning follows ten months of development

Home appliance manufacturer Morphy Richards has revealed its new brand positioning ahead of the Christmas gifting period.

‘Smart Ideas for Your Home’ took ten months in development and followed an in-depth brand ‘health check’ carried out by Morphy Richards and communications research agency, Hall & Partners.

Developed to promote the work carried out by Morphy Richards’ Design Engineering Product Technology Hub (DEPTH) undertakes to provide smart solutions to everyday problems.

To support the new positioning, Morphy Richards has also launched the ‘Idea Numbers’ campaign, compromising of over 500 numbered ‘Smart Ideas’ that correspond to product and brand innovations.

Both campaigns are now being rolled out across Morphy Richards’ communication channels to tie in with the festive period. The first execution is an online banner advertisement campaign to promote the company’s key gifting lines.

Marketing and consumer engagement director at Morphy Richards, Rod Burrows, commented: “We’ve gone through a very thorough research process over the last ten months to get to where we are today. By taking research findings on board and by listening to consumers though focus groups, we’re very happy with our new positioning.

“For the last 76 years, we’ve continually developed smart ideas to overcome household problems and we felt that it was important to include this in our positioning statement. In addition, our customers care deeply about their homes and the people within them; as a result, our new positioning provides us with an emotional platform to effectively engage with our target customer base.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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