Appliance brand Hotpoint has announced a strategic partnership with Channel 4’s weekly magazine TV show, Sunday Brunch.
The one-year partnership, which launches on Sunday, September 11, is part of the brand’s strategy to become a key player in the built-in appliance market. The package includes programme sponsorship, with idents to showcase the brand’s new collection of built-in cooking appliances, product placement and a licence that allows Hotpoint to use the Sunday Brunch logo on its digital platforms.
The one-year partnership launches on Sunday, September 11 and includes programme sponsorship, with idents to showcase the brand’s new collection of built-in cooking appliances, product placement and a licence that allows Hotpoint to use the Sunday Brunch logo on its digital platforms.
Featured within the show’s working kitchen, the product placement will showcase Hotpoint’s new built-in cooking collection, during the cooking segments.
Speaking exclusively to ERT‘s sister magazine kbbreview about the partnership, Hotpoint’s marketing director Fiona Hope said: “The partnership with Sunday Brunch demonstrates our commitment to the Hotpoint brand and our retail network at a time when there is a lot of uncertainty in the market surrounding Brexit.
“We intend to be a major player in the built-in category. We don’t believe we have our fair share of the market, but now we have the range, this is the year we will be able to compete and it makes sense to put significant investment behind it.”
Ian Moverley, brand communications director for the Whirlpool Corporation [which owns Hotpoint], added: “This is about defining what the Hotpoint brand means to consumers, but also to show that we’re investing in the brand and the built-in range.
“From a kitchen studio perspective, this sponsorship is key, as it will allow us to drive awareness of the brand and our products through to consumers and push them through the right channels.”