Launching the Breville 2 & 4 Slice Toaster – The Perfect Fit for Warburtons®
The UK’s leading kitchen appliance brand, Breville, collaborated with the number one bakery brand in the UK, Warburtons®, to launch the first toaster of its kind that would allow users to toast to the top when toasting Warburtons® ‘Toastie bread’. We were brought on board to manage and implement the PR launch of the product into the UK market.
The core objectives for the launch campaign were:
- Generate consumer awareness and excitement surrounding the launch and the ability to finally be able to toast to the top!
- Build on Breville’s exceptional reputation within the electrical industry, highlighting the benefits of the brand to consumers
- Increase purchase across the supplier channels and the Breville.co.uk website
- Ultimately to drive sales of the product
Originality and Creativity
Our campaign focused on solving a common household problem: not being able to ‘toast to the top’ of a slice of bread, teaming up with the Warburtons® ‘Toastie Loaf’.
We also utilised the growing consumer interest in breakfast/brunch as the ‘it’ meal of the moment by creating inspiring feature angles that included recipes for innovative toast toppings.
Building on this, we devised a creative gifting concept called ‘Breakfast in a Box’ which showcased the new toaster alongside Warburtons® ‘Toastie Loaf’ and a range of breakfast treats. The gifts were designed to be hand delivered to key media titles; top UK celebrity names as well as a selection of high profile food bloggers to give them the chance to trial the innovative new product and also to give our team the opportunity to discuss feature ideas with them face-to-face.
Strategy and Implementation
Prior to the launch of the product we contacted a list of key journalists with a dedicated press release and the offer of the ‘Breakfast in a Box’ gift, the team then arranged a face-to-face meeting to deliver each box and challenged recipients to show how they could finally toast to the top and achieve, for the first time, a perfectly toasted piece of bread.
After the initial launch activity, to sustain coverage for the product we maximised key seasonal events such as Father’s Day by creating a bespoke email alert that showcased the product as a ‘gadget for dads’. We also negotiated feature length articles to appear within leading media titles such as Mail Online, who published an article that provided tips and recipe ideas from Breville’s resident Food Technologist on ‘how to create the perfect toast’.
Results and Evaluation
Over the three month launch campaign we generated a total of 35 pieces of coverage in influential titles including Daily Mirror, Daily Mail (Weekend), Stylist, Sunday Mirror (Notebook), MSN, Mail Online. Additionally we secured a number of blogger reviews that included Eat Wear Travel, Belleau Kitchen and The Crazy Kitchen.