Changing times often necessitate a change in direction. That’s the thinking behind built in appliance brand leader Neff’s new consumer advertising campaign now appearing in selected home & lifestyle magazines and weekend newspaper supplements.

‘Writing Kitchen History’ is the strapline for the new campaign. It’s a strong and confident message that highlights not only the ground-breaking nature of the innovative Neff brand, but also the continuous research and development that is going on behind the scenes, both now and in the future.

Whilst the new advertisements look completely different to the previous ones, there are two key messages that remain exactly the same: Neff is the best cooking brand and Neff customers are passionate about cooking. A third ingredient added to this is that cooking is very much a lifestyle choice. This is reflected in the use of real people telling a ‘story’ for the first time. The wording used is warm and friendly to enable readers to identify with it and the ‘testimonial’ approach draws them in with its warm and sociable style.

There are four different double page executions in the series, each of which focuses on a specific model from the current appliance collection. The two executions currently showing feature the SlideAway oven and CircoSteam oven. Two more will show the Point & Twist hob and VitaFresh fridge.

The striking new spreads are all in black and white with highlights in the elegant colour of the new Neff logo style. The monochrome effect gives the featured appliance more prominence and adds impetus to the ‘story’. Readers are encouraged to visit the Neff website for more details.

Comments Neff Brand Manager, Hannah Watson : “This new campaign communicates clear features and benefits to prospective customers and recognises the shift in emphasis towards cooking as a lifestyle choice. It’s a change of direction whilst adhering to the same core values of the brand”

Neff’s new advertisements will appear in key consumer titles in the run up to Christmas and continue into 2010. Point of sale material will also be available for dealers to support the campaign throughout this time.

For further information: www.neff.co.uk