Tefal
Who is Tefal?
Tefal was born in 1954 and from the outset, devoted itself to making cooking simpler, more rewarding
and healthier for every household.
Since its launch, Tefal has established itself as a global leader in electrical household appliances and
regularly produces world class innovations including the creation of energy saving and health orientated
kitchen appliances.
An example of one such product is the Tefal Quick Cup; which by the touch of a button, will
provide heated and filtered water in the space of 3 seconds, using half the usual amount of
energy required by the normal kettle.
The Tefal Nutritious and Delicious range is another example of this brand’s
conscious creativity; allowing the consumer to cook delicious cuisine which have
real benefits to their health and nutrition.
What is the aim of the PR campaign?
•
Position Tefal in South Africa as the leaders in effective, simple to use domestic cookware
through telling the story of Tefal; it’s history, innovation and design excellence.
•
Drive awareness around Tefal’s energy saving properties – very pertinent in South Africa as
we are faced with an ongoing energy crisis.
•
Position Tefal as the cook’s friend – versatile, trustworthy, creative and easy.
•
Encourage trial, conversion and retention of consumers into the Tefal way of cooking – a
nutritious, delicious and healthy way of life!
•
Through awareness and ensuing consumer demand, build retailer relationships with the
brand – no other alternative!
Approach
Our approach to gaining publicity for Tefal started with product placement of certain selected
items, before expanding into the story of Tefal – for example, we chose to kick off the
campaign by profiling and product placing the Tefal Quick Cup, at a time when South Africa
was experiencing greater than average power cuts and then rate hikes.
By promoting the energy saving qualities of the Quick Cup, we have managed to achieve a
significant penetration into consumer/lifestyle magazines. Through our thorough
understanding of the media in SA, we were able to position this exciting product in a variety
of publications from children’s, to business, women’s and male oriented channels across
print and online and have also obtained excellent radio coverage – through the
gadget columns!
This is a fun and innovative brand that allows us the scope to think
laterally and challenge the norm – How about the Tefal Ironing
Academy for aspiring Domestic Divas and Divos? Launching
soon…
Outcomes
It has been rewarding seeing a brand that has been undercover in South Africa for many years,
coming to the fore and deservedly so.
Whilst media relations has formed the focus of the campaign, Total Media have also constructed a
number of strategic partnerships such as an affiliate marketing strategy with a leading gym
franchise; a partnership with key brand managers of food products and most notably, listing Tefal
products on the Discovery Vitality Mall as a reward to members who are serious about their health
– entrenching Tefal’s Nutritious and Delicious range.
Total Media has also formed a strategic relationship with an up and coming female chef
who willingly offers her time to demonstrating the products and who is adept and
encouraging audience participation.
Through the PR achieved over the past 12 months, the South African
distributors have diversified their retail reach and sales continue to improve,
despite the challenging economic times.
The Tefal
Vita Cuisine
Steaming Health!
Tefal ActiFry
One tsp oil
For crunchy chips!
The Energy saving
Tefal Quick Cup!
The Tefal
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