Tefal is investing in a heavyweight £1.3m TV advertising campaign to support its award-winning Ingenio cookware ranges.

The Ingenio concept is built around handles that attach and detach with just one click, allowing the user to not only save space when cooking or storing the products in the cupboard, but to transfer cooking from the hob to the oven and then direct to the table – all in the same dish.

Focusing on Ingenio’s versatility and space-saving features, the campaign will run from October 3 to October 30 for four weeks, using a 10-second and 20-second ad mix. It will be broadcast on key national TV stations and multi-channel platforms.

Stefan Kaczmarczyk, marketing manager of cookware at Groupe SEB, said: “The UK shopper is clearly buying into the full breadth of Tefal’s pots and pans assortment in 2016. This new Ingenio TV ad campaign promises to convert even more shoppers towards Tefal’s innovative removable handle cookware system.”

But, he added, “The story doesn’t end there. Tefal is also planning a significant NPD [New Product Development] launch in 2017 that will drive the pots and pans market to further new heights.”

Tefal says it is the only non-stick brand (outside of private label) to drive value share growth in the UK cookware market – and is the number one brand with an increased year-to-date share of 26.3%, according to market research company GfK’s data for the first half of 2016.

Tefal Ingenio 13-piece induction cookware set