Morphy Richards have announced that they are investing in a new multi-channel campaign to support retailers as it launches a series of innovative products this year.
Following the reveal of its new brand proposition ‘Smart Ideas for Your Home’ last year, Morphy Richards has launched a campaign incorporating TV advertising, online banner advertising, email marketing, affiliate marketing, PPC and search marketing.
With a view to drive business for its retail customers, the targeted campaign has been developed to educate consumers about what makes the products unique.
As part of the activity, Morphy Richards has been working with production company, Concept TV, to produce a series of 30 second adverts showing the products in use around the home and highlighting clever features and benefits.
The brand’s first TV adverts, aired earlier this year, focussed on two new products within the floorcare category; the 9-in-1 Steam Cleaner and the Never Loses Suction Complete Clean vacuum, which saw market share increases in the floorcare sector.
The adverts will appear on terrestrial and digital channels including Channel4, Channel5 and Sky.
In addition to the television advertisements, Morphy Richards has also produced in store POS materials to support the campaign and is offering a range of bespoke merchandising solutions for retailers to capitalise on the activity.
Rod Burrows, marketing and consumer engagement director at Morphy Richards, said: “This is a really exciting year for us, with a host of new product innovations coming to market. We have worked closely with a number of our retail partners on this activity, name checking them in our communications to drive footfall into stores and we’re delighted with the success of our first round of activity.
“This tactical campaign has been carefully developed based on the different types of media that our target customers are consuming and keeping Morphy Richards’ innovative products at front of mind when consumers are considering making a purchase.”
An example of the promotional activity on TV, promoting the 9-in-1 Steam Cleaner, is shown below.
