Building a US brand in the UK

THE CHALLENGE

As the first UK agency for US brand, Vitamix, we were tasked with introducing its range of blenders to UK consumers, amongst an already cluttered marketplace of kitchen appliances and gadgets.


THE INSIGHT

Vitamix had little UK awareness with a strong base of competing brands already familiar to UK households. Trust and credibility were therefore important factors for introducing a new brand at a higher price point to consumers before we could start to develop it into a lifestyle brand.

THE IDEA

We started out by ensuring the media and key influencers from bloggers to talent experienced the Vitamix. Face-to-face media meetings, consumer accreditations and product placement were key. Once the product started to gain media traction by year two, we started to position it as a lifestyle product through features, influencers, TV coverage and retail coop marketing.

THE OUTCOME

In just over five years we have delivered in excess of £1 million worth of quality coverage across 300 target titles. From working closely with the Good Housekeeping Institute to secure a consumer accreditation through to lifestyle positioning such as being the hero product at the Vogue Festival, the Vitamix is now a much sought-after brand with sales growing on average by 15% year-on-year.