Microplane partners with Burton McCall

customer relationships that we value dearly.” The head office and distribution hub

for Microplane International will remain in Germany, where all shipments will continue to be released. Welcoming the partnership, Burton

US kitchenware supplier Microplane has joined forces with UK housewares distributor Burton McCall. Microplane international general manager Marcin Ziomek said: “This is a strategic partnership to heighten awareness of Microplane throughout the homewares industry. Burton McCall work with an impressive portfolio of premium brands already, and with their expertise in multi-channel sales, we’re confident that they will successfully identify new opportunities for our brand, whilst they nurture existing

McCall managing director Michelle Dickinson said: “We believe Microplane will add considerable value to our existing brand portfolio.

"One of our major considerations

when working with partner companies is compatibility of brand positioning. Burton McCall is associated with well- known global brands that are leaders in their categories. Any product or brand we consider must be at this level. "The Microplane brand is – and we

look forward to playing our part in their continued success within the UK.”

Home Hardware reveals Christmas window dressing contest winner

Home Hardware Southwest has named HT Perry & Son at Wellington in Somerset as the winner of its annual Christmas window dressing competition. Watson Home Hardware at Sutton-

on-Sea in Lincolnshire received the runner’s up prize. All Home Hardware retailers were

invited to participate in the contest, which was judged by an independent panel. The judges said that the overall standard of entry was exceptionally high but they particularly liked HT Perry’s use of props (including a festive green door with wreath and a fireplace

Tefal announces marketing campaign

Tefal has launched a major marketing campaign to promote its ActiFry Low- Oil Fryers. The company said: ‘Variety and

versatility aren’t words you typically associate with air fryers. But the Tefal ActiFry is different. Its patented 360° paddle even stirs the food for you, opening up a world of exciting cuisine options that other fryers can’t. So you need never eat the same meal twice.’ Running until

December 16, the digital media push comprises seven product feature films shot from a rotating camera,

December 2018

simulating the motion of the ActiFry paddle and hence 360° cooking. The films/videos can be watched on YouTube, Facebook and Tefal’s website at . The campaign is underpinned with a range of specially designed in-store point of sale material including bespoke packaging, wobblers, interactive display cards and leaflets. Caroline Ross, marketing manager of

Groupe SEB, said: “71% of home chefs get a kick out of trying new recipes, with 73% trying to eat healthily but not at the expense of a delicious dish. And 68% are willing to make a meal from scratch, if only they could find the time. The answer is the Tefal ActiFry - and that’s the message we will be communicating loud and clear.” • | 13

with accessories and the thick silver tinsel) which complemented the Christmas ‘Star Gifts’ POS and window banner. They added: “The window was well lit and offered an abundance of curb appeal.”


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