The Great British Bake Off winner, Nadiya Hussain, has launched a new range of cookware and bakeware with Prestige.
The creative has been produced by Manchester’s Refinery, which designed the look and feel to “celebrate both Prestige’s and Naidya’s shared values.” That means inclusive, authentic and “a joyful experience centred around the family.”
“Both Prestige and Nadiya share the belief that good cookware can make you a more confident and successful home cook – but you need to get product in hand for consumers to realise this,” explained Raj Kara, Creative Director at Refinery.
“Nadiya has such a warm and inviting character, so we decided we needed to capture every essence of it in the creative to draw new audiences in and make the brand as accessible and welcoming as possible.”
The end result uses bold colours and a handwritten font to give it Hussain’s personal touch and brought together the cultural influences of her Bangladeshi heritage and British upbringing.
“This is a big partnership for our Prestige brand as we look to really create a level of differentiation from our competitors in the mid-market and realise our growth ambitions,” added Carl Wright, Marketing Director at Meyer Group.
“Nadiya and everyone involved with Prestige are really pleased with how the partnership has been brought to life by Refinery. The team have really captured Nadiya’s personality and enthusiasm in the creative and we’re already seeing a good response from our retail partners and consumers.”
It will now roll out across all product packaging and marketing. The agency also delivered video content for owned and paid channels.
