Beko ‘targets 25 million’ with multichannel campaign

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Beko has returned to TV screens with the launch of a new 10-week multichannel campaign promoting the brand’s ‘refreshed positioning’, the company has announced.

The Official Partner of Everyday creative was unveiled to retailers at IFA last week, intended to bring to life Beko’s family friendly and time-saving product features.

From now until the run up to Black Friday (November 25), the home appliance brand seeks to be front of mind with a series of five adverts live across Sky TV, digital platforms and social media reaching 22 million consumers. In addition, the brand is running a two-week radio campaign reaching 2.8 million people with talkSPORT, which will be live every morning on the Alan Brazil Breakfast Show, the station’s most listened to programme.

Placing appliances at the heart of the home, the adverts show families doing everything from preparing for a last-minute party with Beko’s new Quick Wash programme to stocking their fridge freezers with healthy fresh vegetables for the month ahead using a new  EverFresh+ fridge freezer, which keeps fruit and vegetables fresh for up to 30 days, the brand says.

The new messaging will be used across all Beko platforms. Retailers will be provided with POS packs and marketing materials to ensure they are able to bring the Official Partner of Everyday message to life in-store, Beko adds.

Beko UK brand manager Shalika Hood commented: “We’re really excited that the Official Partner of the Everyday campaign will now reach families all over the UK. The new international proposition is helping us to shift brand perception globally, and further emphasises that families are at the heart of everything we do. We’re confident retailers will see an uplift during one of the busiest sales periods of the year.”

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