Hotpoint is encouraging consumers to ‘Love Your Food’ this summer with its new promotional online campaign that celebrates the launch of the Ultima DAY 1 refrigeration platform.
‘Love Your Food’, which follows Hotpoint’s ‘Love Your Clothes’ brand activity, is designed to position Hotpoint as a brand that delivers outstanding results while caring for the things consumers love, the brand says. ‘Love Your Food’ celebrates the launch of the new Hotpoint Ultima DAY 1 refrigeration platform, which combines Precision Temperature Control, Active Oxygen 2.0 technology and an Ultra Fresh Crisper to maintain DAY 1 food freshness for up to 14 days, Hotpoint claims.
The ‘Love Your Food’ campaign will run from August 20 to October 14, during which Hotpoint is offering a free small appliance worth up to £169.99 with selected cooling and cooking appliances, including its slow juicer and hand blender. Hotpoint has also created a variety of supporting assets for the campaign, including video, web banners, vines, lifestyle imagery, and digital advertising.
Hotpoint brand communications director Ian Moverley said: “The new ‘Love Your Food’ campaign is a natural progression from our ‘Love Your Clothes’ activity, and both aim to establish an emotional connection between the brand and consumers by demonstrating how Hotpoint adds value to the consumer’s life by providing great results and complete care for the things they love.
“It is a shocking fact that as a nation we Brits throw away seven million tonnes of food every year. Consumers are keen to preserve the freshness and quality of their food for as long as possible, and our new Ultima refrigerators provide the answer to this demand by using innovative technology to maintain DAY 1 food freshness for up to 14 days.”