Krups is launching a multi-pronged promotional program that includes consumer print, television and digital advertising in an effort to broaden the brand’s reach and introduce its products to a broader consumer base, officials with the company said.
Launching March 27 under the tagline “Delight in the Details,” Krups officials said the campaign is designed to challenge and encourage consumers to find delight in the seemingly small details that make each morning and day unique.
Television advertising will appear across multiple satellite and cable providers including DirecTV, DISH, Altice and Comcast with the 30-second spots targeting consumers who match Krups’ consumer profile, and are active shoppers at retail locations where Krups appliances are sold, according to the company.
Coinciding with the campaign launch, Krups in April will unveil a redesigned web site, krupsusa.com, which reflects the look and feel of the campaign and incorporates new features such as a Delight in the Details landing page, interactive recipe section and content-rich product pages within each appliance category.
“Delight in the Details not only allows us to broaden our reach and introduce Krups products to a larger consumer base, but also is a mantra for our brand and rallying cry for our consumer,” said Michele Lupton, marketing communications director for Groupe SEB, Krups’ parent company.
A print campaign will run across Hearst Magazines brands including Delish, Country Living, Good Housekeeping, HGTV Magazine, Woman’s Day and Esquire. A series of 20 how-to recipe videos, produced by Delish and the editors of each brand, will incorporate Krups products.
To develop the campaign, Krups worked with New York-based creative agency, A Different Kind of Animal, and New York-based media agency, Maxus.