Take a Moment with Frigidaire - New campaign explores the emotional bond between consumers and their appliances

Toronto, Canada, April 03, 2006 --(PR.com)-- Frigidaire Canada has launched a new “Frigidaire Moments” on-air campaign that speaks to the emotional connection consumers have with their appliances. Developed for Frigidaire Canada by scratch, the two 30-second spots are the on-air component of a national print initiative launched this January and mark the first ever television campaign for Frigidaire worldwide.

“Whether it's baking cookies with grandma on a Sunday afternoon, a dinner party with friends or a midnight snack, some of the sweetest moments are shared with our appliances,” says Micheal Lambie, Creative Director, scratch. “The campaign reminds us that Frigidaire’s stylish, quality appliances have been an essential part of the ‘moments’ of our lives since the introduction of the first fridge nearly 90 years ago.”

The first spot showcases the multiple generations of Frigidaire’s laundry and cooking appliances, while the second looks at Frigidaire’s refrigerators and dishwashers from an adult perspective.

Starting April 3rd, the two spots will run nationally on specialty networks HGTV, Food Network, W Network and Canal Vie for 16 weeks. In conjunction with media partner, McIlroy & King, scratch maximized the media buy with the addition of four 15-second ads that will run for eight weeks starting May 29th.

The “Frigidaire Moments” campaign was designed to translate easily to television, print, web, in-store and corporate communications, ensuring a consistent message internally and to the end-user. The 15-second spots will also be used as a dealer support piece for co-op ads and in-store promotion. Added value sponsorships have also been developed to run the length of the campaign.

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