Gorkana Insight & Analysis Team
Frank PR has been appointed by Miele to help create excitement around its high-end product range and in-kitchen events programme.
The agency, which won the account following a competitive pitch, has been briefed to support Miele's new Kitchen Secrets initiative "to rediscover and ignite interest" for Miele's products.
The PR programme includes various activities and events, key product launches and raising the profile of the Miele brand outside of home interest media throughout the year.
Frank will work closely with Miele's experience team, focusing on the latest in food trends, cookery and fashion to build an ongoing lifestyle affinity for the brand.
Zoe Carter, PR manager at Miele, said: "We are excited to bring Frank PR on board to help support the new Kitchen Secrets programme, a new initiative which brings to life the potential of Miele appliances in experimental and new creative ways.
"We want consumers to discover for themselves the versatility of Miele's range and Frank PR will bring its unique spin to bear by creating the theatricality and wow-factor to help make the programme a success."
Andrew Bloch, vice chairman and founder of Frank, said: "Miele products are exceptional quality. Our task is to get people to see that for themselves."
Miele has been producing top-of-the-range domestic products in Germany since 1899, including ovens, dishwashers, vacuum cleaners, coffee makers and fridges.