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WAR supports InSinkErator as it builds on success with biggest Autumn campaign

We have created a refreshed cross media advertising offering for InSinkErator’s kitchen equipment, including TV and print.

Elevating awareness of the InSinkErator kitchen equipment brand among television audiences has been the cornerstone of the joint ongoing advertising strategy between us and InSinkErator, which has contributed to two years’ of growth at a rate of 30%.  These enviable figures are a reflection of increased consumer awareness, improved national distribution and a radically changed trade profile for the world leader in waste disposers as a direct result of WAR’s campaign.

Ashley Munden, UK Sales & Marketing Director at InSinkErator said: “Consumers who use a food waste disposer really do appreciate the convenience of our product and WAR has shown us how to take that key convenience message and deliver it to a huge audience via their creative advertising strategy. The results speak for themselves!”

This Friday, 7^th October will see the latest burst of InSinkErator TV advertising on More4, courtesy of WAR. The refreshed creative treatment will reach some five million ABC1 adults throughout October and November leveraging the channel’s mix of home interest and lifestyle programming such as Grand Designs and Come Dine With Me. The consumer targeting has been enhanced by 400,000 more impacts for the TV advert thorough viewers using Channel 4’s 4OD digital platform.

Following its television debut in the spring of 2010, InSinkErator’s TV advertising impressed Channel 4 to such an extent, the station developed a case history on the campaign performance at its own expense.

Throughout the campaign, the reach of the creative strategy has been extended with a spread of colour pages in consumer press titles like Ideal Home, completing a media mix designed to drive potential customers to the website, www.insinkerator.co.uk, also developed by us.  The website contains everything viewers need to know about food waste disposers, including most importantly, details of the national retailers and plumber’s merchants where consumers can purchase the product.

Gareth Brookman, WAR Board Account Director, said: “We have refreshed the advertising creative to deliver InSinkErator’s message to the key target audience found with More4’s home interest programs and key press titles and, if InSinkErator’s TV debut results are anything to go by, we will be seeing a surge of interest and activity.”