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Tbwa\london Creative Drum News

Leisure looks to raise brand awareness by focussing on food ‘tribes’

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By Ishbel Macleod | PR and social media consultant

October 1, 2014 | 2 min read

Cook brand Leisure is focusing on the different ‘tribes’ of foodies (meat, fish, vegetarian and baking) in its first ad campaign by TBWA\London.

Having won the pitch for the brand in July, TBWA\London created the campaign with British photographer Julia Kennedy and food stylist Iain Graham to cause disruptive stand out for the range cooker brand and increase brand awareness.

Amanda Selby, brand manager for Leisure, said: “As part of our on-going commitment to growing the range cooker category and ensuring consumers recognise the benefits of range cooking, we are excited to be delivering this new impactful and engaging campaign to our target audience of passionate cooks - who love to entertain and feed their tribes.

“This new creative taps into the emerging trend we’re recognising amongst consumers who are becoming ever more adventurous with different styles of food and cooking at home. We are passionate in our belief that cooking should be fun and are encouraging foodies and homeowners to become part of our Leisure tribe, whatever their food preference is, or the size of their kitchen.”

The campaign will focus on print, digital and PR, with Leisure also contacting key influencers and bloggers to help create video content for the company’s website.

Tbwa\london Creative Drum News

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