Hotpoint has launched its Fresh Thinking for Forgotten Food campaign, to drive the importance of reducing household food waste and raise awareness of its cooking and cooling appliances.

The appliance brand has teamed up with Jamie Oliver to provide recipes, hacks and tips to help people better care for themselves and their families, as well as the environment.

The campaign also showcases the brand’s cooking and refrigeration appliances, including induction hobs and its Multiflow oven.

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Fresh Thinking for Forgotten Food is expected to generate over 130million impressions, is live now, and runs until the end of October.

Forming part of its #FreshThinking campaign, which is now in its third year,  Fresh Thinking for Forgotten Food includes video on demand (VOD) advertising, social media posts and partnering with influencers.

Hotpoint has also created refreshed toolkits, which retailers can access from their account manager, to help increase visibility of the campaign and the associated appliances.

It comes at a time, when food has been a focus during lockdown, with people preparing more meals from scratch.

As part of its Fresh Thinking For Forgotten Food campaign, Hotpoint undertook a consumer survey, which showed over a third (36%) of Brits said they rediscovered their love of cooking during the pandemic.

And the majority of consumers surveyed (90%) said they intended to continue their new cooking habits.

In addition, with fewer trips to the supermarket, nearly half (45%) of Brits stated COVID-19 has made them think more about how to preserve food and organise their fridge, freezer and cupboards to keep foods fresher for longer.

Hotpoint brand manager Kimberley Garner commented: “It’s been a dynamic and trying time, but we’re seeing that many people have embraced this period as an opportunity to reflect on the choices they make when it comes to sustainable household habits and caring for their loved ones, and as a result want to adapt their behaviour for the better.

“At Hotpoint, it is important that we continue to raise awareness of the vital importance of reducing household food waste.

“In addition, we are supporting our retailers by investing in an advertising campaign that increases exposure of our latest Hotpoint appliances that can aid consumers in their quest for a zero-waste kitchen.

“Retailers are able to join us and be part of the campaign, educating their customers on the benefits Hotpoint appliances can offer.”

PJH has recently joined the distributor network offering Hotpoint appliances.