The Challenge
COSORI faced the complex task of launching their Rice Cooker into the UK market—a territory with established competitors and notoriously discerning consumers when it comes to kitchen appliances. Simultaneously, they needed to drive sales and boost demand for their dual air fryer through strategic promotional activity.
The team needed to reach multiple distinct audience segments across a fragmented media landscape, from cooking enthusiasts and home improvement readers to tech-savvy consumers who prioritise kitchen gadget innovations. This required navigating various media sectors, each with their own editorial preferences, audience expectations, and coverage formats.
Adding to the complexity was the need to build media relationships from scratch in many cases, as COSORI worked to establish their brand presence in the UK market where consumer loyalty to existing kitchen appliance brands runs deep. The campaign required both product awareness generation and strategic deal promotion—two objectives that don’t always align easily in media outreach.
The Solution
We implemented a multi-faceted approach tailored specifically to the UK media landscape. First, we built two distinct but complementary media lists: one focused on commerce and deals writers who could amplify promotional offers, and another targeting cooking, home, and lifestyle journalists who could provide in-depth product reviews and features.
For the rice cooker launch, we focused on securing substantive reviews that would showcase the product’s features and benefits, targeting national outlets and publications with dedicated home and cooking sections. We provided comprehensive product information, compelling imagery, and where possible, sample units for hands-on testing.
For the dual air fryer promotion, we adopted a different strategy. We identified a specific promotional period and crafted pitches highlighting the limited-time deals, targeting commerce writers who specialise in consumer technology and kitchen appliance offers. The timing was carefully calibrated to align with editorial planning cycles for maximum impact.
Throughout both campaigns, we maintained a focus on UK-specific media targets across national, lifestyle, home, cooking, and select technology publications, ensuring our outreach was precisely targeted rather than broadly distributed. This allowed us to craft personalised approaches for key media contacts rather than relying on generic mass communications.
The Results
The focused campaign delivered substantial results in a compressed timeframe. Within just one month, over 30 pieces of coverage appeared across multiple lifestyle and regional titles, providing COSORI with significant visibility in their target market.
The rice cooker launch secured in-depth reviews in prominent national media outlets, including the Daily Record and Wales Online. These comprehensive assessments gave potential customers detailed insights into the product’s performance and features, building credibility for COSORI in the UK market.
Meanwhile, the dual air fryer promotion generated regular deals coverage across regional and lifestyle publications within the Reach PLC and National World media groups, putting the promotional offers in front of large, engaged audiences at precisely the right moment to drive purchasing decisions.
Perhaps most valuably, the campaign established COSORI as a legitimate player in the UK kitchen appliance market, creating a foundation of media relationships and consumer awareness that will continue to benefit the brand as they expand their product offerings in this territory.
