Waste disposer and instant hot water tap manufacturer InSinkErator has now introduced the ‘It’s This Easy’ marketing campaign, which it reports is a step change for the brand.

Acting as an overarching brand campaign for its food waste disposers and instant hot water taps, the consumer lifestyle marketing was unveiled at Kbb Birmingham, earlier this year.

Representing a fresher look for the now Whirlpool-owned brand, ‘It’s This Easy’ features bold messaging, such as  ‘Chop Grind Chill’ and ‘Pour Brew Enjoy’ to express the “functional and emotional” benefits of using an InSinkErator food waste disposer or instant hot water tap.

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Designed to educate UK kitchen professionals and consumers about how InSinkErator’s products can help to make everyday tasks simpler, it has also been created to increase consumer awareness and drive demand for its food waste disposers.

Creating by full-service brand communications agency Cairn, its creative director Andy Wood said: “Whether it’s dealing with vegetable peelings, tackling messy leftovers, making hot drinks or cleaning dirty dishes, the focus of the campaign is to demonstrate how InSinkErator products quickly tackle these tasks, empowering consumers and positioning the brand as a byword for simplicity.”

InSinkErator MD EMEA Ashley Munden added: “The ‘It’s This Easy’ campaign is designed to appeal to customers and demonstrate the simplicity of our products, whilst also supporting our retailer partners by driving footfall to stores.

“This will be boosted by a strong digital activation campaign across key social media channels throughout this year, and also through a combination of video, collateral and POS, making it easy to discover the different solutions.

“Our brand campaign provides a bold new canvas to appeal to customers and acts as a way for existing and new retail partners to learn more about InSinkErator.”