Brief
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
Campaign
We started by implementing a product seeding campaign to drive education and awareness across target press, key influencers, bloggers and talent. 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 Vitamix as a ‘lifestyle product’, over and above a kitchen gadget via feature placement, influencer outreach, broadcast coverage and retail coop marketing.
Vitamix had little UK awareness and was a challenger to the strong base of competing brands already familiar to UK households. Trust and credibility were therefore important factors to introduce a new brand at a higher price point to consumers. From strategic partnerships with brands such as Frame, through to influencer marketing with partners such as Gizzi Erskine and Ella Woodward, supported with a plethora of strong broadcast coverage, we began to tell a five year brand story to UK consumers
Results
In just over six years we have delivered in excess of £15 million worth of quality coverage across 300 target titles, including key broadcast placements across all major lifestyle shows. We instilled brand trust with a new-entry to the UK market through consumer accreditation with Good Housekeeping Institute and premium brand positioning as we negotiated Vitamix as hero product at the Vogue Festival. The combination of achievements has made Vitamix a much sought-after brand, with sales growing on average by 15% year-on-year