GBBO winner to help Citizen Relations execute new, multi-brand Electrolux brief

Citizen Relations London has won a multi-brand brief to support its leading Electrolux household appliance brands AEG and Zanussi.

Great British Bake Off winner Sophie Faldo will front an AEG competition
Great British Bake Off winner Sophie Faldo will front an AEG competition

The agency will draw on influencers, including Great British Bake Off winner Sophie Faldo.

The remit includes year-round consumer and trade news generation, social content creation, equity-building campaigns and innovative product launches, with an aim to drive awareness and desirability.

The Citizen team will be led by long-term food-and-beverage specialist, director Daisy Pack.

Citizen said it will promote AEG ovens to consumers via traditional and social communications, as well as leveraging food influencers, including last year’s Great British Bake Off winner Sophie Faldo. She will launch a live competition highlighting AEG’s SteamBake function.

The Zanussi comms plan will feature a through-the-line marketing campaign to relaunch the brand and its ‘easy choice’ promise via Facebook Live, fronted by influencer and author of ‘My Fussy Eater’, Ciara Attwell.

"Citizen has an impressive track record in communicating how brands can add value to people’s lives," Electrolux head of marketing Chris George said. "We are excited to be working with the agency’s team of skilled storytellers to demonstrate in compelling ways how AEG and Zanussi can really make a difference."

The Electrolux brands are the latest win for Citizen Relations, which recently added Italian beverage company S.Pellegrino to a client roster that includes Dr. Oetker, Gourmet Burger Kitchen, Moleskine, Clarence Court and P&G brands Fairy, Flash and Febreze.

"We are delighted to partner with Electrolux on this far-reaching brief that will see Citizen utilise the zeitgeist to drive shopping decisions and show consumers what’s possible through social content," Citizen Relations London managing director Helena Fisher said.

"With cutting-edge technology and unique features from both brands, we have many exciting stories to tell that will place these household appliances at the top of every wish list well before consideration to purchase becomes a requirement."

Last year Electrolux awarded its global advertising business to Anomaly.

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