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Haier invests in a major consumer advertising campaign to support its growth ambitions for the UK market
08-03 2011

Surrey, UK, 1 June, 2011 – Further demonstrating its commitment to become a top 5 white goods brand in the UK and Europe over the next 5 years, Haier has launched a nationwide UK consumer advertising campaign, which starts this month.


 The campaign will focus on Haier’s innovative MyZone product, which offers users a special, independently controlled compartment that they can choose to use as either an additional fridge or a freezer space according to their cooling needs.

Haier, the world’s number one Major Appliances brand (source: Euromonitor International Limited; retail volume sales in units based on 2010 data), is investing heavily in the UK market – the last year alone has already seen several strategic local sales, marketing and product management recruitments, as well as the opening of its first UK warehouse. The company, which prides itself on design, energy efficiency and providing innovative and meaningful lifestyle solutions, plans to become one of the top 5 UK and European home appliance brands within the next 5 years.

The four month advertising campaign, an important part of Haier’s UK investment plan, will span key lifestyle magazines and national newspaper supplements (including Ideal Home, The Times, BBC Good Food, Country Living, Homes & Gardens, House Beautiful and Beautiful Kitchens), as well as a number of digital supports, in order to raise awareness of the Haier brand name and values with consumers. A facebook fan page featuring regular animations and competitions has also been initiated, along with a dedicated website about Haier’s MyZone product:

“Haier has chosen to use MPG Media Contacts to undertake the media planning and buying for this advertising campaign, which will be run in parallel with its long-term PR efforts currently managed by Open2Europe,” commented Jeff Moody, Sales & Marketing Director for Haier UK.

“We are proud to be investing heavily in building our brand and hope to show both our trading partners and consumers that Haier has serious growth ambitions for the UK market and that the brand is here to stay,” he concludes.


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