Premium home appliance brand Grundig has unveiled a new cross media partnership with The Guardian, which will see the company produce bespoke print and online content over a period of five months, estimated to reach almost one million readers.
Working with interior stylist and creative director Sania Pell, the new strategic partnership will bring Grundig’s collection of appliances into the spotlight through a series of ‘visually engaging printed and digital advertorials, adverts, competitions, home page take overs and a branded microsite on theguardian.com’, the brand says.
The bespoke content will bring to life the kitchen refurbishment journey of a real life family; the Swans from South-West London (pictured). This contemporary family of three is on a mission to create a beautifully designed, minimalist and chic kitchen, Grundig says. Throughout the five month period, Sania will provide expert advice, insight and product recommendations to the Swan family and readers across the UK. She will provide tips on everything from colour schemes, to choosing the right appliances. At the end of the campaign, readers will be presented with images of the finished kitchen, complete with its sleek and stylish Grundig appliances, the brand adds.
Grundig brand manager George Lellis commented: “Our new partnership with The Guardian is a very important part of our marketing strategy, positioning Grundig as a trusted, timeless and stylish appliance brand. We’re really excited by the campaign as it enables us to work with a leading designer in the field, further enhancing our reputation as a design-led brand. By teaming up with the UK’s most trusted media brand we’re also able to reach a vast readership over the five month period, enabling us to build greater brand and product awareness.”