Hisense makes a show of mealtimes

Hisense has introduced a new campaign celebrating its portfolio of kitchen products, including refrigeration, hobs, hoods and ovens.

The ‘Showtime’ marketing campaign concept was created by Leeds-based agency IMA and provides an underlying narrative for the brand’s food prep arm, which was initially launched in 2018.

“In making dinnertime showtime, we’re unleashing the magic behind Hisense’s hi-spec cooking ranges,” explained Romi McConway of IMA. “From pyrolytic cleaning features that mean cleaning is done in a flash, to extendable hob ranges to prepare a hearty meal for the whole family, we were inspired to position Hisense as the assistant we need when conjuring up culinary masterpieces.”

The campaign welcomes all-new audio visual assets for digital channels which highlight key product features, and Hisense will be announcing influencer partnerships to herald the new concept. Videos can be viewed here.

Shoppers will also have the chance to win Hisense products for their home throughout the influencer campaign.

It will also see the Chinese manufacturer launch its first podcast advertising campaign with a commercial partnership with cult favourite, Off Menu, presented by comedians Ed Gamble and James Acaster.

When discussing the campaign concept, Howard Grindrod, Vice President of Hisense UK, said: “We’ve seen more and more people enjoying cooking and learning to make food from scratch in recent years – particularly following lockdown, during which we found ourselves with more time to spend creating delicious home cooked meals.

“We’re seeing home cooks engaging with new ingredients and recipes, which is a cause for celebration. It’s more than just a mealtime, it’s showtime.

“Hisense home appliances are the assistant to help deliver the overall magic. Broken-plan living, modern specs and a love for home-cooked food means mealtimes are the biggest events in our daily calendar. We really, truly enjoy it, and that’s what we want to champion!”