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UK's oldest fridge brand celebrates 70th birthday with new look


By The Drum Team, Editorial

February 10, 2012 | 2 min read

Fridge company Lec has unveiled a new logo, strapline, website and advertising campaign as it reaches its 70th anniversary.

To celebrate the milestone the UK's oldest refrigeration brand has returned to its original polished metal marque (pictured).

The new 'pure refrigeration' campaign and identity was created by Leeds agency Home.

The Right Agency continues to provide trade PR while Umpf looks after consumer PR and social media.

David Garden, commercial director for Lec, said: "We have worked very hard to get Lec back to a position of strength and I now feel we have right products and pricing.

"We felt it was time to refresh the brand but were also keen to celebrate Lec’s rich heritage, so our products will now feature a logo with a modern twist on the badge Lec had at the height of its success."

The brand, which was originally formed by Charles Purley, a fishmonger based in Bognor Regis who was fed up with the high cost of ice, was acquired by Glen Dimplex Home Appliances in 2005.


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