Tefal

1. Tefal

2. 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.

3. 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!

4. ApproachOur 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…

5. 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.

6. The Tefal Vita Cuisine Steaming Health! Tefal ActiFry One tsp oil For crunchy chips! The Energy saving Tefal Quick Cup! The Tefal Tagine