A Channel 4 partnership repositioned Rangemaster as family life's centre, growing sales and share.
In a category which had lost more than quarter of its value, Rangemaster’s market share had almost halved and with no above-the-line investment in the cooker brand, awareness stagnated.
This case details the campaign to rebuild the brand’s mental availability and drive sales by creating an emotional connection with consumers, repositioning Rangemasters as the centre of family life. Through a partnership with Channel 4’s food and lifestyle TV programming, Rangemaster launched its first brand campaign, with search, social, and retargeting used to harvest the demand created by brand messaging.
Evidence the campaign worked includes an immediate increase in sales value and volume, market share growth, and improvements in brand and web traffic data.