Tefal cookware sales hit record high during Pancake Day campaign

Following a highly successful integrated marketing campaign to support Pancake Day, Tefal matched last year’s record breaking sales on its cookware ranges.

Tefal cookware sales hit record high during Pancake Day campaign

The programme included a national TV campaign from February 11 to March 4, which featured a Pancake Day ‘call to action’ voiceover, supplemented by a
‘Selfie’ social media campaign designed to create a fun element in which consumers could post pancake selfies of themselves via social media channels.

Another element of the campaign was a Tefal pop-up restaurant in John Lewis’ flagship Oxford Street store shop window in London. Some 150 diners were treated to a gourmet pancake cooked in front of them by Tefal’s own chef and using the brand’s award-winning Ingenio cookware range.

Last year Tefal’s cookware sales were up 23% on 2012 and plans to emulate this success in 2014 include the roll-out of Ingenio, backed by an in-store launch package to drive sales. Tefal cookware marketing manager Stefan Kaczmarczyk said: “The UK shopper has clearly
bought into Tefal as the UK’s leading cookware brand and none more so than during the Pancake Day promotional period, which yet again proved to be a fantastic hit. Now Tefal stretches into gourmet shopper territory with the exciting launch of Ingenio and backed up with a comprehensive launch package aimed at maximising shopper conversions in cookshops. It certainly is exciting times ahead for the brand.”

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