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New Westinghouse cooking range supported by brand campaign

Electrolux head of marketing, Richelle Barker has spoken to Appliance Retailer about the importance of brand investment in today’s market, on the back of the release of Westinghouse’s latest brand campaign ‘Now You Can’ via digital, social, and print channels.

The campaign celebrates some of the innovations featured in its new dark stainless cooking range, including the AirFry oven function, BoilProtect induction cooktop sensors and fridge drawer that converts to a freezer at the touch of a button.

“We continue to invest in the Westinghouse brand and that’s a positive thing in this environment with consumers spending more time at home and cooking in the home,” Barker told Appliance Retailer in a recent video interview.

“Westinghouse has been part of Australian homes for generations and I think it is an important time to continue to speak from the brand. Our brand position and brand purpose are still absolutely relevant today, especially with the innovations that we are launching and our new campaign.

BoilProtect sensors feature on the new Westinghouse induction cooktops

“We filmed our AirFry oven campaign at the start of the year before COVID-19 and we filmed a father in the home with kids running around cooking for the family which we didn’t know at the time would be absolutely relevant for what we are facing today.

“Some brands do need to pivot, especially those outside of our industry, they need to think about their messaging. For Westinghouse, I believe we are a relevant brand for today, so we haven’t had to change things too significantly and we are still supporting the brand.”

Electrolux general manager – Australia and sales area head – Australia and New Zealand, John Featherstone said the team did an excellent job with the new campaign.

“I am pleased to see that the campaign is so relevant to consumers in today’s environment and we are already seeing strong campaign results.”

Appliance Retailer caught up with Richelle via Zoom to receive this commentary. Watch our interview here

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