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Industry News

Published on September 23rd, 2020 | by The GC Team

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Hotpoint online ad campaign puts focus on household food waste

Hotpoint has launched an online advertising campaign to drive the importance of reducing household food waste and raise awareness of its cooking and cooling appliances.

“Fresh Thinking For Forgotten Food” is expected to generate over 130 million impressions with activities including video-on-demand advertising, social media posts and partnering with influencers.

Hotpoint’s campaign to reduce household food waste and help the public move to a “zero-waste kitchen” is now in its third year. The brand has teamed up with Jamie Oliver to provide recipes, hacks and tips to help people better care for themselves and their families, as well as the environment.

The campaign also showcases the brand’s high-performance cooking and refrigeration products which can make a real difference when it comes to cutting back on food waste.

Hotpoint has created refreshed toolkits which retailers can access from their account manager to help increase visibility of the campaign and the associated appliances.

“2020 has been a challenging year, with this in mind Hotpoint has ensured that the latest phase of the #FreshThinking campaign is up-to-date and relevant for consumers as they navigate the ‘new normal’,” the brand said.

Kimberley Garner, Hotpoint Brand Manager, commented: “It’s been a dynamic and trying time, but we’re seeing that many people have embraced this period as an opportunity to reflect on the choices they make when it comes to sustainable household habits and caring for their loved ones, and as a result want to adapt their behaviour for the better.

 “At Hotpoint, it is important that we continue to raise awareness of the vital importance of reducing household food waste. In addition, we are supporting our retailers by investing in an advertising campaign that increases exposure of the latest Hotpoint appliances that can aid consumers in their quest for a zero-waste kitchen. Retailers are able to join us and be part of the campaign, educating their customers on the benefits Hotpoint appliances can offer.”

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