Brandt to sell appliances in UK with £10m launch budget

Brandt Group, one of France’s largest domestic appliance makers, is launching in the UK, backed by a £4.5m advertising spend.

The company will spend £10m on advertising the launch in the UK over the next three years, and has plans for a Europe-wide roll-out.

It already markets a range of premium products in the UK under the De Dietrich name.

Brandt appliances, some of which have been specially developed for the UK market, aim to offer high specification at a mid-market price, under the “home economics by Brandt” catchline.

The range includes cookers – featuring pyrolitic cleaning, which burns off stains by heating the oven to 500°C – microwaves, washing machines, fridge freezers and dishwashers.

Products will go on sale in multiple retailers in April. The ad campaign will break at the end of March.

The campaign, which includes consumer press and TV, is being created by Abbott Mead Vickers. BBDO. The agency will handle the brand throughout Europe. Media planning and buying in the UK is through Sherrand Media.

Brandt Group marketing manager Caroline Carmona says: “The UK is the first country we will launch in. Germany, Spain and the rest of Europe will follow.

“We chose the UK first because it is probably the toughest market to crack.

“We did not want to try it out in smaller, less important markets first, which is a measure of our commitment.”

Brandt Group is part of Italian multinational ELFI.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here