Morphy Richards has launched a month-long TV campaign for its ‘phenomenal’ selling easyCharge 360 cordless iron. The new campaign, which started this week (April 21), includes key airtime slots during ITV breakfast programming, andacross Sky channels including Sky 1, Sky Atlantic and Sky Cinema, as well as Channel 4 and a variety of children’s TV channels.
The TV campaign will be supported with print advertising in national newspapers and magazines, including Radio Times, The Sun, Daily Express and Good Housekeeping and significant digital and social media advertising and retargeting.
Charlie Stafford, marketing manager at Morphy Richards comments: “This product really did take the market by storm and has received an amazing response from consumers. The growth in market share and value has been extremely strong across all sales channels and provided a shot in the arm to the cordless category, so we were determined to continue to invest in the category with marketing activity and new product development.”
He adds: “We are also very keen to support retailers in every way we can after a very difficult year and we expect the ATL (above the line marketing) activity to further feed demand and drive sales.”
Morphy Richards is increasing its investment by 27% compared to the amount that the SDA brand spent on a campaign in late 2020 for easyCharge 360.
Launched in 2019, the easyCharge 360 uses Strix technology – more commonly used on cordless kettles – and its 2400-watt base enables the appliance to re-heat in less than 25 seconds.
Top: The easyCharge 360 iron from Morphy Richards.
