Premium home appliance brand Miele has launched a campaign ‘Long Story Short: 125 years of Quality,’ offering consumers the chance to win £125,000, as part of its 125th anniversary celebrations.

Consumers purchasing an eligible appliance can enter into a draw to win a grand prize of £125,000,  from May 1 2024 until 30 April 2025.

The grand prize draw will take place in July 2025, but there will also be monthly prizes with the chance to win one £150 voucher or one £250 Miele voucher, redeemable against Miele products or events.

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The promotion is open to customers in the United Kingdom and Republic of Ireland.

With the key objective to drive conversions and help Miele stand out in a saturated market dominated by price promotions, the campaign aims to showcase Miele’s heritage, whilst encouraging a new generation of customers to purchase an appliance from the brand.

To promote the Long Story Short: 125 Years of Quality campaign, Miele will be running national, paid social campaigns throughout the year.

Complementing this digital approach, Miele will support retailers with in-store and online Point of Sale (POS) materials, and has curated a selection of 125 Anniversary Edition models across its appliance categories, including ovens with air fryer technology (pictured).

Managing director for Miele GB John Pickering emphasised the 125-year campaign’s benefits to Miele’s trade customers, “This incredible competition is a celebration of Miele’s journey from humble beginnings to technological leadership.

“It’s about forging a connection with the future, encouraging customers to experience the lasting innovation that Miele embodies.

“The campaign is designed to drive customer engagement and incentivise sales, providing significant benefits to our kitchen and independent electrical retail partners.”

Founded in 1899, Miele’s first product was a butter churn, and now manufactures cooking, cooling, laundry, dishwashing and floor care products, serving 100 countries.

Most recently the company launched the Miele Performance Program, to free up  €500m by 2026 and counteract a global slump in demand for appliances and cost increases.