Glen Dimplex Home Appliances (GDHA) has announced a “significant investment” in its British cooking brand Stoves, with a programme of advertising and marketing activity throughout 2019 costing a “six-figure” sum.
The appliances firm, which is in the middle of a three-year turnaround plan, said the digital marketing and print advertising campaign to promote its flagship Stoves brand would focus on national news supplements and home and lifestyle magazines.
To support the investment, GDHA said Stoves would continue to partner with cookery theatre provider Chefs on Stage, which will see its appliances used in more than 60 regional food events around the UK.
The Stoves-branded stages will feature live cookery demonstrations from some of the UK’s best-known celebrity chefs and bakers, including James Martin, John Torode, Mary Berry, Brian Turner and the 2016 Great British Bake-Off champion Candice Brown.
In addition to its partnership with Chefs on Stage, Stoves also sponsored The Hairy Bikers’ successful 36-date 2019 UK tour and has also supplied appliances to Tart, London’s only tart-based bakery and coffee shop, for use in its workshops and cookery classes.
Jane Rylands, head of marketing communications at Stoves, said: “Stoves is an important brand for us and next year marks its centenary.
“We wanted to increase the profile of the brand among consumers to support our retailers and we believe our partnerships with Chefs on Stage and The Hairy Bikers, plus our cash-back offer and Elite Retailers scheme, will ensure the popularity of brand continues to develop in line with our ambitious growth plans.”
Mark Davison joined GDHA as managing director in December 2017 from Aga Rangemaster, where he was sales and marketing director.
He told kbbreview in a frank interview last June that Stoves, which is manufactured in Preston, would be the focus of ambitious growth plans for the business and admitted that he wanted Stoves to take market leadership from his former employer.