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AGA Rangemaster

AGA Rangemaster launches new ad initiative with MNDB


By Gillian West, Social media manager

April 23, 2013 | 2 min read

Iconic British cooker brand Rangemaster from AGA has unveiled its latest advertising campaign set to go live this week.

Created by ‘new model’ boutique London agency MNDB, the ads aim to highlight the difference between Rangemaster and other cooker brands as well as breaking away from the traditional approach of most cooker advertising.

Four executions (five advertisements in all) will run in home interest, self-build and specialist kitchen magazines and online. The creatives, which were copywritten and art directed by Adam Staples and Paul Miles, focus on the principal strengths of Rangemaster, namely: robustness (‘Boxing Gloves’); lack of complexity (‘Buttons’); ease of use (‘Cook Books’) and evenness of temperature (‘Fans’).

“In a crowded market full of very ‘samey’ looking advertising, we needed to achieve stand out and that’s exactly what we got,” said William McGrath, AGA Rangemaster group chief executive. “The creative executions reach out to consumers in a fresh and exciting way; all in all, we have achieved an innovative, knock out campaign.”

Serge Nicholls, co-founder and managing partner at MNDB, added: “Ninety-nine per cent of cooker ads look the same. What’s more they sell on lifestyle – principally what the cooker will look like in your kitchen. It is nothing more than category advertising. While design is of course crucial, none of us buys a cooker on looks alone. This campaign aims to highlight the things a Rangemaster excels at – cooking ability, ease of use, and build quality – rather than just what it looks like or how it fits into one’s conception of a dream kitchen.”

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