Aga Foodservice Group attracts young urban professionals

The Aga Foodservice Group hopes to attract young urban professionals with its largest ad campaign to date, which breaks this week. Morris Nicholson Cartwright created the &£3m direct marketing and pressbased campaign to break down the stereotypical image consumers have of the famous farmhouse cookers. Media was bought by MediaVest Manchester. The ads are made up of three executions based around an ‘Iron Age’ theme and set in a contemporary environment. They will appear in publications such as Wallpaper and Red and will be followed up by a direct mail campaign to 50,000 households. Aga-Rayburn sales and marketing director Simon Page claims that few brands can call up such a strong image. The company does not want to lose that appeal but intends to approach a new breed of customer, he adds. Aga recently launched the Signature Collection, giving customers the choice of a new range of pastel colours in the hope of appealing to urban households.

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