Sage by Heston Blumenthal: Bringing food thinking to the UK

Claudia Moselhi and James Devon

Campaign details

Brand owner: Breville Group
Lead agency: MBA
Brand: Sage by Heston Blumenthal
Country: United Kingdom
Industry: Household appliances, durables
Channels used: Content marketing, Earned media, buzz, Events and experiential, Internet - display, Magazines - consumer, Newspapers, Product sampling, Public relations, Social media, Television, Word of mouth, advocacy
Media budget: Up to 500k

Executive summary

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage.

Needing to infiltrate a highly established market, the Sage range also faced the challenge of featuring products that were new, or had features that were new, to the British consumers.