Breville Encourages Foodies to Level up with New Halo Flexi Air Fryer

Small appliances brand Breville is launching an integrated campaign to promote its new Halo Flexi Air Fryer in the UK. Debuting on 21st March, the advert is designed to raise awareness and drive penetration of its new product offering. Designed with the latest innovation, the air fryer has 12 different ways to cook and a flexible, extra-large cooking space.

Breville tasked Digital Natives, its long-standing social-first creative agency partner, with grabbing the attention of consumers ready to upgrade its air fryer. The strategy devised spoke to audience purchase behaviour – driving consumers to hunt for the best option on the market (Think with Google, 2020), as well as the need to dismantle the household perceptions of air fryer cooking, and think beyond just chips. 

The TV ad ‘Anything you can do, I can do better’ showcases the Halo Flexi not only as the best in its category, but takes on the traditional means of cooking too (think oven, grill and microwave). The ad is set to encourage foodies to level up, ultimately challenging what they thought an air fryer could accomplish in the kitchen.

Inspired by the cinematography of music videos and set against the earworm backdrop of the recognisable show tune, the visually striking ad uses quick paced camera movements to take viewers on a category bespoke, beautifully curated journey of all the Halo Flexi Air Fryer can do. The TV campaign and its accompanying digital, OOH, influencer and PR campaigns will all sing from the same song sheet – really showing how the Halo Flexi Air Fryer is the best and most versatile air fryer on the market. 

The campaign is expected to reach over 13 million UK adults, with the TV ad airing on ITV, Sky, C4, and My5. This is supported by a large digital plan and creatives across OOH, Facebook, Instagram and YouTube, alongside a comprehensive twelve week influencer campaign driving consideration.

Lorna Tweed, senior marketing manager EMEA at Breville said, "We have a really strong pipeline of new products coming out that are competing at the very top end of the market in terms of design and functionality. We are excited to be able to communicate this with the launch of our new Halo Flexi air fryer”.

Digital Natives' co-founder, Alistair Fitch, added, “Breville has long been punching above its weight in terms of product quality and value to consumers, and now we have the opportunity to shout about it in a way the brand and product merits.”