Insight
OvenMate is the nation’s top oven cleaner. They’re stocked by leading homeware retailer and catalogue, Lakeland.
The brief: “We want to build our brand and reputation to increase sales and develop trade and consumer sales.”
Implementation
A media relations campaign was devised to push OvenMate to the fore with key trade customers and to push sales to the consumer.
A relationship was forged with high-end oven manufacturer, SMEG, to gain product testing in the hope of endorsing OvenMate’s super cleaning powers.
To further underpin its credentials a partnership was set-up between OvenMate and celebrity chef, Jean-Christophe Novelli. The chef endorsed the product and used it in his professional kitchens. He also supported a full media campaign to the trade and hospitality industry.
A social campaign was set up on Facebook, encouraging trial of OvenMate products. A wall of shame was created to find the nation’s dirtiest oven. Each picture enabled users to receive a free sample of OvenMate.
Impact
The media campaign hit all target outlets and gained excellent product reviews.
The oven cleaner was endorsed by high-end oven manufacturer, SMEG.
Celebrity chef, Jean Christophe-Novelli’s endorsement of the product helped open lots of new doors in the hospitality and trade sectors.
Trial of OvenMate soared and over 500 samples were distributed thanks to the Facebook campaign.
“We didn’t have a big advertising budget, unlike other players in our industry, but thanks to a well-executed PR and marketing campaign, Big Wave PR managed to deliver on our goals.”
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