Morphy Richards announces media investment following cordless iron success
Launched in 2019, it was one of the first cordless irons to offer 360-degree docking and Morphy Richards said it quickly became its best-selling iron.
Sales were boosted in late 2020. The brand said it became the number one cordless iron brand in the UK and the only one to grow sales across all channels, online and instore, achieving market share of 42 per cent in the year to January 2021.
While the cordless iron sector was previously in decline, sales of the easyCharge 360 have also made a significant contribution to turning that around, with the cordless market growing from £3.2m in 2019 to £4.7m in 2020.
Now, Morphy Richards has announced a further above the line (ATL) investment which will see the easyCharge feature in a month-long TV campaign, starting on 21 April across all the major UK channels. The airtime profile has also been enhanced to reach key target audiences – the schedule includes ITV breakfast programming, key slots across Sky 1, Sky Atlantic and Sky Cinema, as well as Channel 4 and a variety of children’s TV channels.
This will be supported with print advertising in national newspapers and magazines plus significant digital and social media advertising and retargeting.
Charlie Stafford, Marketing Manager at Morphy Richards, said: “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.
“We are also very keen to support retailers in every way we can after a very difficult year and we expect the ATL activity to further feed demand and drive sales.”