Mercury is a UK manufacturer of high end range cookers. They have two products: the RC1090 (shown above), a dual fuel range cooker and the Thermastone (shown below), a heat store range cooker. Mercury set out with an objective to create outstanding cookers of uncompromising quality and performance. This has been possible from the start with the meticulous attention to detail throughout the design process. Mercury's design and development team worked with top UK product designers Seymourpowell, creating a range of outstanding cookers.

The White Room was appointed to build brand awareness within the home and lifestyle sector. Mercury had invested in product design and development and now wanted to benefit from greater marketing exposure. The White Room created an integrated campaign that would be rolled out over several months.

Stage 1. Rebranding

The White Room designed a professional clean look for Mercury that was developed across all areas of communications, including their corporate identity and stationery. The campaign was structured around the cookers appealing to people who know how to cook but appreciate good design. All areas of communications would show stylish images of cookers supported with working cooking food images. The White Room created a new brand strap-line for Mercury, 'Designed for Cooking'.

Stage 2. Campaign Planning

The White Room worked on an integrated marketing campaign. This has been rolled out and developed across an advertising & PR campaign, supported by POS and literature. A selection of high end home interest magazines were selected and full page adverts were run in key months throughout the year. This has helped to build brand awareness and generate sales enquires.

The White Room designed and produced an advert that showed the range cooker in an eclectic room setting which showcased the true design and flair of a Mercury cooker. The use of cooking images demonstrate some of the benefits of cooking with a Mercury.

Ongoing PR Campaign

This was supported with an ongoing PR campaign which included product placement within relevant media, chef endorsement and local dealer cooking competitions.

The PR campaign has helped to build brand awareness and generate sales leads. The national and local PR coverage in home and lifestyle publications has supported Mercury's network of retailers. With their dealers stocking more than one brand it is important to make sure the Mercury brand is well placed and at the forefront of all features.
PR Coverage in The World Of Interiors

Website

A new website has also been created to showcase the Mercury range. This has a recipe section created by Mercury's home economic chef, where you can keyword search ingredients. Mercury Website - Homepage Mercury Website - RC1090 Page Mercury Website - Cooking Page, Recipes & What The Experts Say

Visit the Mercury website

Literature & Communications

Jenny Hyatt
Mercury Managing Director

"We started working with the White Room at the end of last year when they were asked to pitch for a marketing campaign and brand building exercise for Mercury in a challenging economic climate.  They have just completed Phase One of the exercise by transforming all marketing materials to reflect the new corporate image and by creating a full page advertisement for lifestyle publications.  The results have been very encouraging and instant in some cases – new dealers have been appointed and the numbers of enquiries are increasing by the day!  We are now embarking on Phase 2 of the campaign."

For information on how The White Room can develop a brand and marketing strategy to suit your brand, call Colin Long on 01892 511867 or alternatively click here.

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