The campaign celebrates Rangemaster’s enduring prominence within family life with the launch of a new brand idea: “Part of the family since 1830”. This brand strategy – of aligning with a desire to embrace the “bigger life” that comes with having a young family – was defined by Mr. President and the marketing team. It followed qual and quant research that identified the pride that comes with having the perfect family cooker and how much reliance families place on their Rangemaster. Combined with the British manufacturer’s longstanding heritage (having helped family life flow easier for almost 200 years) it cements the integral nature of the brand’s role in family life.
The TVC leans on British humour to grab attention and create memorability – using the Rangemaster as a signal that you’re moving into a new phase of your life.
A number of family members appear at a couple’s doorstep, excited to meet the ‘new arrival’. At the beginning of the advert you think that they are excited to meet the couple’s new baby, but, actually, they are all here to see their new beautiful Rangemaster cooker.
The TVC was directed by Ric Cantor through Epoch UK x KNUCKLEHEAD and will air as the first ad in the first ad break of The Great British Bake Off on Channel 4. GBBO is one of the UK’s best-loved and widely-viewed cooking shows, aligns with Rangemaster’s long-standing commitment to creativity, craftsmanship and the joy of cooking at home.
Beyond TV, the campaign has been brought to life in print, digital and PR activity – alongside window displays in retail partners such as John Lewis.
