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.

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