NEWS EXTRA Now we’re cooking!


ERT was given exclusive access as Midea and Teka unveiled the latter’s new partnership with celebrity chef James Martin in Manchester. Will McGill reports.


“We’ve got lots of passion and lots of enthusiasm,


but it all hinges on getting consumers to buy into what we’re doing.”


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Teka has announced its new partnership with chef and television personality James Martin as the appliance brand looks to build awareness and strengthen its connection with UK consumers. The partnership was officially unveiled at the opening of Midea and Teka’s new Manchester showroom, where Mr Martin joined the company for a live cooking demonstration using Teka appliances. ERT Editor Will McGill was in attendance as Teka


revealed details of the partnership and outlined how it plans to work with Mr Martin to increase the brand’s visibility in the UK. Julia Livett, Head of Marketing at Midea UK, said


bringing Mr Martin on board would help increase Teka’s recognition and credibility in a competitive appliance market. “I think it’s super important that we find a place for


the Teka brand within a very crowded market, and I truly believe that James can help achieve that,” she said.


Ms Livett said the TV chef’s involvement would give consumers who may not already be familiar with Teka another reason to engage with the brand. She said the partnership would deliver “brand


recognition, brand awareness, but also credibility”, adding: “Even if you don’t know the Teka brand, by association, we believe consumers will really buy into our proposition.”


The collaboration will extend beyond Mr Martin’s appearance at the Manchester launch, with plans for recipes, social media content and further personal appearances.


Ms Livett said this activity would also support


retailers and help generate consumer demand for Teka products.


“Putting it into the retail channels, you can do that, but it doesn’t mean it’s going to sell out. People have choices,” she explained.


“What we will try and do is help support you to


get consumers on board with the products, to fully understand them and to make them desirable.” At the launch, Mr Martin spoke about the importance of simplicity, arguing that consumers do not necessarily want to be overwhelmed by gadgets and functionality. “For me, it’s the gadget side of it really,” he said.


“People don’t really want all that stuff anymore. It can be too much.


“If you look at professional kitchens, which often


influence what we see in consumers’ homes, they’re increasingly stripped back, without all the unnecessary gadgets.” He also highlighted the growing confidence of home cooks, driven in part by social media and greater exposure to different cuisines. “People now are more travelled and they have


more access to food around the world,” Mr Martin said. “They’re becoming more confident to cook those foods within their own home.” Larry Yeun, President of Midea Europe Region, thanked Mr Martin for joining Teka and reiterated the company’s commitment to growing its presence in the UK.


“It can take time to build your brand presence, but I hope you see our commitment to the UK market,” Mr Yeun said. “We are going to do a lot more things, and we want to be number one, we want to be the best.” Kevin Liu, UK General Manager at Midea, also outlined the company’s longer-term ambitions and the importance of its retail partners in delivering that growth. “Our ambition is to double the business every two years,” he said, adding that Midea ultimately wants to become a market leader in the UK home appliance sector.


Mr Liu said achieving those ambitions would depend on continued investment in products, service and support for its partners. “Our success is your success,” he said. “This is your space as much as ours.” He added that the new Manchester facility would act as an experience and training hub for partners, supporting Midea and Teka’s continued expansion in the UK.


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