AMDEA proves the nation are ‘Heroes in the Home’ with new campaign

With British households spending more time at home this year due to lockdown restrictions, the Association of Manufacturers of Domestic Appliances (AMDEA) launched its new campaign, ‘Heroes in the Home’, to demonstrate the importance and relevance of domestic appliances.

Focusing on the rise of those now cooking more often, and also from scratch in many cases, AMDEA identified a range of influencers across different sectors including parenting, cooking, and home interiors, to build awareness of how householders can benefit from the latest technology and innovation to make cooking easier. The Instagram content showcased how not only does a kitchen need to look good but must function well too.

Paul Hide, CEO of AMDEA – The Association of Manufacturers of Domestic Appliances, comments: “The majority of Brits are spending a lot more time at home as a result of the pandemic, and as a result, we’re cooking more often too. Whilst previously many of us used to put up with a cooker that had a dodgy handle, or limited space for a food mixer, people are now starting to invest more in their kitchens to ensure their appliances meet their new lifestyles.

“Whether that’s batch cooking for an entire family, increased time in the kitchen due to working from home or even experimenting with recipes, Brits want to make sure cooking is both enjoyable and efficient. By working with influencers, our Home Heroes campaign enabled us to resonate with consumers and clearly communicate our commitment to ensuring the best-in-class innovation and technology.”


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