Magnet Kitchens: Kicking Life Into the Kitchen Market - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: Kitchen retailer Magnet were under pressure to compete with the heavily spending market leader, MFI. Keen to appeal to the more mature and affluent consumer and to strengthen the Magnet brand they launched 'the designed for living, built for life' campaign. This mass-market campaign resulted in increased market share in a stagnant market as well as brand leadership. By stretching the brand into new markets it led to £50m of additional sales turnover and average order vaule increased to 58% over 2 years ;---(TAGS)--- Full Title: KICKING LIFE INTO THE KITCHEN MARKET ; Number: A1999/18 ; Brand Name: Magnet Kitchens ; Client: Magnet Ltd ; IPA_ProductCoding: DIY goods/Home improvements (Kitchen, bedroom, bathroom improvements) ; Agency: MCCANN ERICKSON MANCHESTER ; Author: SUE LUNT ;