Tefal invests £1m on TV to promote ActiFry

For the ninth consecutive year, Tefal is spending £1m on a national TV advertising campaign for its ActiFry low-fat fryer range.

The push will run from March 24 until April 20 for four weeks (including the prime Easter sales period) on a wide range of TV channels including ITV1, Channel 4, Channel 5, Daybreak and Multichannel. There will also be a fully integrated digital marketing programme on Facebook, YouTube and Display.

Using a 20-second and 10-second ad mix, the promotion aims to demonstrate how ActiFry is ‘the healthiest and most effective way’ of frying, allowing the user to cook oil-free chips from frozen. If fresh potatoes are preferred, the user adds one spoonful of oil for chips with only 3% fat. The ad will spotlight the ActiFry Express XL which has a 1.5kg capacity.

Groupe SEB marketing director Dominik Pytel said “The Tefal ActiFry low-fat fryer range has proved to be a major sales phenomenon and has created a new market category for healthy cooking with brilliant versatility.

“This ninth successive TV campaign provides retailers with an outstanding platform to maximise sales at point-of-purchase.”