NEWS


Miele unveils new global brand campaign


Miele has launched a brand new global campaign called ‘Quality Ahead of Its Time’, underpinned by the company’s core values of craftsmanship, performance and sustainability. The campaign – running in 49 countries around the world – also highlights the


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quality and durability of Miele products to make an important counterpoint to a throwaway culture. “The past year with its enormous volatility and uncertainty has been tough for everybody,” commented Dr Axel Kniehl, Executive Director, Marketing and Sales at Miele Group. “However, consumers know that they can rely and depend on a brand like Miele. “As people rediscovered the importance of their homes, they made conscious buying decisions based on the values that Miele is known for.”


The German manufacturer is also focusing on sustainability with this new campaign; earlier this year it announced its commitment to become climate neutral


in all its locations from 2021 onwards. ERT had an exclusive interview with John Pickering, MD of Miele Great Britain,


Ireland and South Africa, in the May issue. He spoke about this exciting new campaign, plus new products coming in the months ahead.


Mitchell & Brown launches Summer of Sport window display competition


prize draw, retailers are encouraged to channel their creative skills by designing and installing a unique, eye- catching window display showcasing some of the brand’s key selling points Three lucky Mitchell & Brown


TV customers will be offered their money back on TVs purchased during the summer sporting season.


The competition starts with a large window banner


Mitchell & Brown has launched a new window display competition to celebrate this summer’s festival of sporting action. With this consumer


and online assets supplied by the Bolton-based manufacturer, and the rest is up to the retailer and their sports-themed creativity.


While the top window display will win TV prizes


up to the value of £2,000 at retail – with £699.99 and £529.99 for the first two runners up, the real benefit is in attracting customers into store and encouraging a big screen TV purchase for the season ahead. Commented Dan Brown, the company’s Director of


Operations: “Large sporting events always increase TV sales and this summer’s post-lockdown sporting schedule is packed with major competitions. To help our retailers make the most of this opportunity, the competition will raise brand awareness and drive customers into store.” Winners will be announced before 1 August 2021


and receive their Mitchell & Brown prizes – to sell or use as staff incentives.


Beko reveals UK’s determination to save the planet


Beko has uncovered that there is a strong belief in making a difference to the future of our planet. The manufacturer carried out a Europe-wide survey on people’s attitudes and concerns about sustainability and the awareness of their individual effects on the environment. It found that 88 per cent of UK respondents feel it is their personal


responsibility to make a difference, either by minimising waste, water or energy use in their daily lives. The study, which was announced at Beko’s online showcase of eco-friendly


appliances this month, discovered that human environmental damage is perceived as the most critical threat to a sustainable planet by all respondents, followed by the plastic issue, then infectious diseases.


Recycling is found to be the most popular way that people are practising


sustainability at home. Interestingly, this activity scores significantly higher in the UK market (at over 80 per cent) compared to all others. Teresa Arbuckle, Beko Managing Director, UK and Ireland, said: “It’s encouraging that people want to be doing the right thing for the environment and believe that their actions can make an impact. We are passionate about making technology affordable and ensuring that as many as possible have access to it. “Beko’s brand purpose is empowering future generations to live healthier lives


– which is only possible by living more sustainably and working towards a healthier planet. All of our actions and every product we use has an impact on nature.”


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