AGA plots comms campaign to woo back buyers with Ogilvy PR

Iconic cooker brand AGA has called in Ogilvy PR to mount a comms fight-back after seeing its sales dwindle during the recession.

Iconic cooker brand: AGA
Iconic cooker brand: AGA

The brand, closely assoc­iated with the comfortable middle-classes, has seen pre-tax profits for 2008 almost halved from £27m to £14.4m.

As AGA celebrates its 300th anniversary this year, the campaign will see Ogilvy PR working on social media monitoring and mapping, looking at the ways in which people are discussing AGA online.

Ogilvy PR EMEA MD Ash Coleman-Smith said: ‘It is a classic British brand and it is very family and community driven. That lends it to social media and online community building. People are incredibly enthusiastic about sharing their stories on AGA. We are trying to map and understand these conversations.'

The brief includes working on blogger-relations, with Ogilvy using people who have recently bought AGAs to write blogs about their progress. Ogilvy will also be supporting the anniversary with a series of in-store events.

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