Hotpoint inks two-year deal with Lisa Faulkner to bolster cooking credentials
Hotpoint has kicked off a two-year partnership with Lisa Faulkner as well as a 12-month sponsorship of the BBC Good Food Channel and magazine as part of a multi-million pound effort to firm its association with cooking.
Speaking to The Drum, Ian Moverley, brand director at Hotpoint said the brand has achieved “huge awareness” across its laundry and refrigeration categories but wants consumers to recognise it as a cooking brand.
“What the association with Lisa is about is helping build our credibility in this area. She’s not a classically trained chef, she doesn’t have Michelin-starred restaurants, but she loved to cook,” he said.
This isn’t the first time the brand has worked with Faulkner. The presenter partnered with the brand just after she won celebrity Masterchef in 2010 for a ‘Cooking with Confidence’ PR campaign.
“We felt it was a really good brand association, but it was just helping us promote a campaign at a particular time,” Moverley explained.
“The reason we’ve done a two year deal is because you see so many campaigns using a celebrity and then they’re gone. It gives the campaign a shot in the arm but doesn’t necessarily give that long-term credibility. And consumers don’t buy appliances that often so we can build that credibility over a long period.”
He added that Faulkner will work on various project and will be using the Hotpoint products in her new book. “It’s more of a partnership,” he said.
The ad will air on Monday 10 November during ITV’s Emmerdale and will run for six weeks.
As well as the ad campaign, Faulkner will be appearing in a variety of idents on the Good Food Channel as part of a 12-month sponsorship deal Hotpoint struck with the BBC
“We’ll be on air 25 hours every week for the next 52 weeks,” said Moverley.
Supporting the sponsorship, Hotpoint has created a content hub on bbcgoodfood.com which will be fed with Faulkner’s recipes and ‘hacks’ on new appliances.
Starting next year, it will also ramp up its efforts on YouTube to create more brand generated content.
Overall, Moverley revealed that 60 per cent of the seven-figure budget has gone into TV in order to build awareness but around a third has been invested in digital, including display.