• Launching a 3-year trade and consumer awareness communications campaign
  • Aim to establish BLANCO as a household name with consumers
  • Using celebrity ambassadors to reach home-owners

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Premium German sink and tap manufacturer BLANCO is known in the industry for its sleek designs and durable hardware.

It has almost 100 years of heritage and experience producing industry leading, German engineered kitchen products. With a passion for smart ideas and premium designs, BLANCO delights consumers, convince experts and win design awards all over the world. Its range of kitchen sinks, taps and waste systems offer the highest quality and functionality.

They transform kitchen chores into joyful experiences at the water place, the term used by BLANCO to describe the elements that come together to create a seamless, highly functional area of the kitchen.

Directly targeting consumers

Historically, the brand only carried out marketing in the B2B space. However, a change of strategy meant that for the first time, BLANCO set its sights on directly targeting consumers. Storm’s Consumer brands PR team, based in London, was briefed to develop a three-year campaign, tracking the evolution of the brand from near-zero consumer recognition.

Year one of the campaign saw three well-known experts in their fields recruited to form the ‘BLANCO Panel’.

Home cook and Instagram influencer Melissa Hemsley; architect and TV personality Laura Jane Clark; and TV presenter and renovation specialist Laura Hamilton. Their involvement was to generate social media, broadcast and print cut-through for the brand.

The programme of activity included a mix of commercial partnerships, both with the panel and trade behemoth RIBA. Featuring advertorial placements and engaging social content, alongside a hard-working press office.

Commenting on being part of the BLANCO panel, TV personality and architect, Laura Jane Clark, who specialises in residential conversions, extensions and new builds, said:

“I’ve often used BLANCO products in the kitchens I’ve designed, and I’m really excited to be working with the brand as an ambassador. BLANCO’s products are incredibly well made, durable and really cleverly thought through to make for functional kitchen setups. I’m a passionate believer that the sink area of the kitchen is THE most important corner of the kitchen triangle and where you should start from when designing a kitchen layout, and between its wide range of products and colourways BLANCO makes this bit of the job very easy. The BLANCO UNIT is the pièce de resistance in terms of bringing together the functionality and aesthetic of BLANCO’s products, with a tap and sink combination to suit the home owner, plus a bespoke storage solution under the sink.”