French cookwear brand, known for creating the non-stick pan, Tefal turns 70 this year.
Patrick Lucereau, marketing director for Groupe SEB UK & Ireland, Tefal’s parent company, talks about the brands Platinum anniversary plans.
He says the huge milestone is not just about looking back: “It’s about showing that a brand with 70 years of heritage can still be innovative, relevant and lead the way. We’re incredibly proud of our history, but we’re even more excited about what’s coming next.”
Since its beginnings in 1956, the biggest change the firm has seen is how much it has expanded. It started with a singular product and has become a “full home brand”.
Lucereau comments: “The mission of making life easier for consumers hasn’t changed, but the scale and breadth of how we do that is now on a much bigger scale.”
And it has big plans for its birthday, including a flagship event taking place in London which will be supported by social media, retail partnerships, PR and influencer storytelling.
The brand will also be launching some exciting new innovations to the UK market.
Its anniversary campaign utilises “nostalgia” to remind people of the role Tefal has played in their homes over the past few years. But the brand isn’t only looking back, it is focusing on “connecting its heritage” with where its going next.
He says: “The message is simple: 70 years of making life easier, and we’re just getting started. Everything we do has always been about helping people in their everyday lives, and that remains true today.”
Over the the past 70 years, the Tefal’s marketing has changed “dramatically”.
He explains: “We’ve moved from broad, mass communication to much more connected ecosystems where content, social media, e-commerce and retail all work together. Consumers now discover, research and buy products in very different ways, and our marketing reflects that.
“Today, it’s not about one channel outperforming the others. The real impact comes when social media, creators, digital advertising and retail media all work together.”
One example, Lucereau gives is the marketing drive for its Eversharp Knife Block, which automatically sharpens knives. He explains that the campaigns success came from its 360 approach which included creator content, social investment, connected TV and retail media activation.
He says: “Consumer engagement has become a dialogue rather than a broadcast. People expect brands to be responsive, relevant and accessible. More than ever, consumers want to buy from brands they trust and feel connected to.”
He highlights that social media has made brands more human and more accountable but it is also created a more “crowded environment” where its harder for brands to gain attention.
He says: “User-generated content helps bring the products to life through real experiences rather than purely brand messaging. On platforms like TikTok, some creator content has even gone viral, helping us reach entirely new audiences.”
Part of the way the brand appeals to new audiences, is by appealing to younger audiences. Tefal focuses on designing products that “fit modern lifestyles”.
Lucereau comments: “Younger consumers often have less space, less time and discover brands digitally first. They’re also increasingly interested in cooking healthier meals at home. We make sure our products and communications reflect those needs and expectations.”
So what’s next for Tefal?
Well according to Lucereau, the brand’s focus remains the same but it looks to broaden its ambitions.
He concludes: “We’ll continue to accelerate innovation, expand into new categories and build even stronger connections with consumers. We’ve spent 70 years making life easier, and there’s still plenty more to come.”
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