Siemens has partnered with The Sunday Times Magazine for a native ad campaign starring Phillip Schofield, Gabby Logan and Alexander Armstrong, to raise awareness of its range of intelligent cookware in the run up to Christmas.
The six-week campaign, created by News UK Commercial and Mediacom, kicks off on Sunday (16 November) and will include a double page spread every week featuring each of the celebrity’s perfect dinner parties, in a bid to inspire the brand’s target audience who enjoy entertaining at home.
Each week, the native content will reference a range of Siemens’ products to link back to each dinner party.
Gemma Freeman, group marketing manager, Siemens commented on the deal: “We wanted to inspire our target audience, and demonstrate to them how intelligent and clever features found in Siemens appliances can improve their dinner party experiences and make their lives easier. We know they want to stay ‘in the know’ and we decided to partner with The Sunday Times Magazine to reinforce our brand values with an aspirational feel.”
The partnership comes after The Sunday Times’ ongoing audience survey revealed that 1.32m of its readers like to try out new recipes and 36 per cent of Sunday Times readers are looking to buy a large kitchen appliance in the next six months.