STOVES (GLEN DIMPLEX HOME APPLIANCES)

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STOVES (GLEN DIMPLEX HOME APPLIANCES)

May 3, 2016

The Right Client…

Glen Dimplex Home Appliances (GDHA) is a privately owned company made up of the leading cooking and cooling brands Stoves, Belling, New World and Lec Refrigeration. The business produces across all categories, from Range Cookers to Built-In and Freestanding ovens. With a 20% share of the UK market, GDHA is a leading supplier to most of the major high street retailers.

The Right Brief

In the last few years, a number of high profile kitchen appliance manufacturers have announced the closure of UK manufacturing facilities to relocate their production lines abroad. Glen Dimplex Home Appliances (GDHA) identified a point of differentiation for its Stoves brand and announced its intention to transfer all cooking production back to the UK. The company tasked The Right Agency with promoting this move and:

  • Positioning Stoves as a champion of UK manufacturing
  • Highlight ‘Made in Britain’ as a marketable tool for GDHA’s network of independent and multiple retailers
  • Position ‘Made in Britain’ as a sign of quality
  • To promote the company’s new ‘Made in Britain’ marque

The Right Approach

We recognised that it was important to ensure the campaign did not appear ‘self serving’ so held a British themed launch event underpinned by compelling consumer research which showed that 67% of consumers would welcome the introduction of a Made in Britain marque to help them identify British-made goods. The media were offered one-to-one briefings with the CEO, a tour of the company’s manufacturing facility and we had a staged photo opportunity of the first ‘returned to the UK’ products rolling off the production line. We engaged with a local MP, who added his support to the campaign and also attracted interest from other businesses by promoting the campaign via Twitter and Linkedin to UK manufacturers and groups. Made in Britain logos were made available to retailers, allowing them to identify UK made products in their stores.

The Right Results

Domestically, the success of the Made in Britain campaign has directly contributed to a growth in GDHA’s share of the cooker market, with the campaign being well received by its end customers. Overseas, actively labelling and promoting its products as British made has enabled GDHA to substantially increase its export activity – with the company winning a Queen’s Award for Enterprise for its success overseas. Most importantly, the Made in Britain campaign formed the cornerstone of the company’s application to the Government’s Regional Growth Fund for expansion capital. The application was successful, allowing GDHA to secure £3m of funding to grow its UK manufacturing operations.

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