Stoves Deluxe: brand awareness is served

Established kitchen appliance brand Stoves were embarking on their most significant product introduction in years – a relaunch of the high-spec Stoves Deluxe collection. With significant investment in the range, the creative assets and the campaign, the aim was to create measurable ‘Name Fame’ for the brand among a target audience of sociable creatives. And alongside this, they needed to educate consumers on the benefits of their innovative new features such as: the FreedomFlex true zoneless induction system and the TrueTemp digital thermostat.

We developed the campaign around two things a home cook really needs from their appliances: confidence and consistency. Whether it’s a perfectly pink steak or an unsinkable souffle, they want reassurance their cooking will turn out right every time – and this idea inspired the core strapline, ‘culinary confidence is served’. This line sat within a sophisticated, spot-lit aesthetic that highlighted the stylish Stoves Deluxe design, the capabilities of the high-tech features and the consistently delicious dishes the range cooker delivers.

With the narrative, look and feel laid down, we applied this to 48 design assets across the following channels:

Television: a 30-second TV and BVOD ad, broadcast across Channel 4, More 4 and All 4, featuring in shows such as Bake Off: The Professionals and Jamie’s One-Pan Wonders.

Print: double page spread advertorial features in titles such as Stylist, Homes & Gardens, Olive and BBC Good Food.

Digital Display: ads across national home and food sites including the online counterparts of the print magazines – with messaging tailored to Foodie, Tech and Design audiences.

Social: video, static and carousel ads across Facebook, Instagram and Pinterest.

The campaign exceeded all reach and frequency expectations to deliver a measurable increase in brand awareness. Meta was the strongest performing (delivering over 3 million impressions and almost 50k clicks), while the TV, digital and print ads put Stoves in front of a wide audience alongside premium brands, titles and shows. As a result, traffic to the website increased by 147%, and awareness increased within two key metrics. With these strong results and the compelling creative, the brand has laid a strong foundation for future activity.