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Miele to hit our TV screens as huge brand campaign continues

Miele will be appearing on our TV screens from next month as part of its huge new brand campaign, ‘Quality Ahead of its Time’.

Launching a new TV advert on 8 October, the German appliance manufacturer is building on the creative campaign, which originally made its debut earlier this year on digital platforms, and focusses on its core values around craftmanship, performance and sustainability.

Miele is hoping to drive awareness and desire for its products while addressing the consumer question, “Why Miele?”.

The manifesto behind the campaign centres around Miele’s 120-year heritage in appliance manufacturing, with highlights around energy consumption and sustainability. The distinctive creative assets will include brand messaging as well as specific USPs for Miele laundry and cooking appliances.


Did you miss ERT’s exclusive interview with John Pickering, MD of Miele Great Britain, Ireland and South Africa?  He spoke about the exciting launch of this latest brand campaign, plus the introduction of new products in the months ahead. And you can read the interview here.


The company worked with renowned creative director, Dan Tobin Smith, to produce the ‘Quality Ahead of its Time’ photographic content, which was found to be highly persuasive in brand building and sales driving, Miele bosses reported. The first phase of the digital campaign achieved over 71 million impressions online.

Helen Pyman, Marketing Director for Miele GB, said: “Our modelling and research shows that TV is still the most effective medium to drive brand awareness for Miele in the UK. This fourth quarter campaign more than doubles our media investment for 2021 which is quadruple the spend in previous years.

“The new ‘Quality Ahead of its Time’ TV ad, supported by instore point of sale, will allow for effective reach and frequency to provide the foundations to deliver measurable market share growth, benefitting our retail partners.”

The TV campaign will run until 26 November 2021 on mainstream channels including Channel 4, SKY and ITV, plus Broadcaster Video on Demand platforms. Short-Form Video on Demand will be used to extend reach in places like YouTube and Facebook.

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