Hotpoint puts cooking in the spotlight with Amy Sheppard-led consumer campaign

Hotpoint has launched Weekend Well Spent, a new consumer campaign led by cookbook author and food personality Amy Sheppard, as the brand continues to invest in its cooking category.

The campaign brings together food and lifestyle creators, consumer research, paid media and the brand’s latest built-in cooking innovations. Activity runs throughout November and December across consumer PR, influencer relationships and social media, with recipe-led content showcasing Active Multiflow, built-in Air Fry, a dedicated Pizza 310°C setting and Keep Warm.

Underpinning the campaign is new research commissioned by Hotpoint, which found that 73 per cent of Britons look forward to spending their weekends at home, while almost a third find weekend cooking relaxing. Hotpoint has also partnered with Professor Fuschia Sirois of Durham University to explore the growing appeal of staying in, with the findings supporting a programme of national consumer PR and broadcast activity.

Kimberley Garner, Brand Manager at Hotpoint, said: “We’re continuing to invest in Hotpoint’s cooking portfolio, and it’s important that our marketing activity reflects the innovation we’re bringing to the category. Our Weekend Well Spent research clearly shows a passion for weekend cooking at home, with 63 per cent of respondents highlighting it as enjoyment rather than a mid-week chore.

“By bringing together consumer insight, creator partnerships and PR, we are building great visibility for Hotpoint in cooking and giving consumers more reason to choose our brand.”