Leisure ad campaign based on food tribes

23 Oct, 14

Range cooker brand Leisure uses food tribe visual across print and digital

Range cooker brand Leisure has worked with British photographer Julia Kennedy and food stylist Iain Graham to create an advertising campaign based on food tribes. It will feature in print and digital advertising, as well as on the Leisure website.

The campaign uses a choice of four visuals, which are based around the concept of four food tribes, spanning meat, fish, vegetarian and baking to promote its cookers, including the Cookmaster 110 and Cuisinemaster 100.

Food stylist Iain Graham commented on the campaign: “We’ve become a nation of foodies and are always on the look-out for the next big food trend. A brand like Leisure doesn’t have to conform to one food tribe and this new creative instead demonstrates that it is the perfect partner to help cooks deliver a variety of cuisines and cooking styles in the home.”

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Amanda Selby, brand manager for Leisure, added: “As part of our on-going commitment to growing the range cooker category and ensuring consumers recognise the benefits of range cooking, we are excited to be delivering this new impactful and engaging campaign to our target audience of passionate cooks – who love to entertain and feed their tribes.

“This new creative taps into the emerging trend we’re recognising amongst consumers who are becoming ever more adventurous with different styles of food and cooking at home. We are passionate in our belief that cooking should be fun and are encouraging foodies and homeowners to become part of our Leisure tribe, whatever their food preference is, or the size of their kitchen.”