Tefal has revealed details of its biggest ever advertising campaign to support its award-winning Ingenio cookware ranges.
Following on from a £250,000 digital marketing campaign last year (a first for the brand), Tefal will now invest a further £1.3 million on TV. The push will run nationally from October 5 to November 1 for four weeks, using a 10-second and 20-second ad mix broadcast on key national TV stations and multi-channel platforms.
The Ingenio concept is built around handles that attach and detach with just one click, allowing the user not only to save space when cooking or storing them in the cupboard, but to maximise the cookware’s use through versatility. Cooking can be transferred from the hob to the oven and then direct to the table – all in the same dish.
Three Ingenio ranges are available: Enamel, Induction and the new Essential range, which launched in early 2015. The Enamel range features Tefal’s Intensium Non Stick coating, which is guaranteed to last twice as long as other non-stick products. It also has an anti-warp technology on the base. The Induction range features Tefal’s new Titanium Pro Non Stick coating. The Essential range has a Resistium non-stick coating and is compatible with all types of hob, except induction. All the ranges are both dishwasher- and oven-safe, and the frying pans, sauté and wok also feature Tefal’s thermo-spot, which indicates when the pan is at the optimum temperature to begin cooking.
Jennika Kalliala, senior product manager for high-end cookware at Groupe SEB, said: “Ingenio has proved to be a massive success story for us and this further major investment underlines our commitment behind such a revolutionary and unique concept. We have been exceptionally pleased with all of the industry and consumer positive feedback.”