Hotpoint Fresh Thinking For Forgotten Food campaign - Jamie Oliver 2

Hotpoint Launches Major Advertising Campaign to Reduce Household Food Waste

Hotpoint is launching a major advertising campaign in the UK, which will drive the importance of reducing household food waste and raise awareness of its innovative cooking and cooling appliances. The Fresh Thinking For Forgotten Food campaign, which is expected to generate over 130 million impressions, is live now and will run until the end of October.

The campaign, now in its third year, sees Hotpoint continue its commitment to increasing awareness around the global issue of food waste, providing helpful tips and innovative appliance solutions to tackle this challenge in UK households. As part of its long-term commitment to helping the public move to a zero-waste kitchen, Hotpoint 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 brands innovative, high performance cooking and refrigeration products that can also make a real difference when it comes to cutting back on household food waste.

Hotpoint has developed a brand new range of induction hobs that benefit from a variety of easy-to-use functions and flexible options to make cooking a fast, efficient, pleasurable and healthy experience. The Hotpoint black glass 60 cm induction hob (TS 5760F NE) has four cooking zones and 18 different power levels, ensuring each dish being prepared can be precisely controlled. The new hob also benefits from the Flexi Space function. This enables the two cooking zones on the left hand side of the hob to be combined and used as one, to accommodate large pots, which is ideal for using up leftovers. In addition, Hotpoint’s Multiflow oven technology helps home chefs achieve perfect cooking results every time, eliminating burnt edges and raw middles.

The campaign is expected to generate over 130 million impressions with activities including 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.

2020 has been a challenging year, with this in mind Hotpoint has ensured that the latest phase of the #FreshThinking campaign is up-to-date and relevant for consumers as they navigate the ‘new normal’. A new study by Hotpoint, as part of the Fresh Thinking For Forgotten Food campaign, has revealed that lockdown sparked positive changes in family behaviour and habits in the kitchen, with mealtimes bringing UK families closer together.

The study showed that over a third of Brits (38 per cent) sat down to eat together more as a family during the pandemic than before lockdown, with two in five (41 per cent) Brits cooking more meals together as a family. Additionally, over a third (36 per cent) said they rediscovered their love of cooking during the pandemic. Almost three-quarters (74 per cent) said they felt pleased with their new habits and 90 per cent said they intended to continue their new ways.

The study also revealed that Brits have become more adventurous in the kitchen, with 45 per cent trying out new dishes, and almost half (49 per cent) cooking more meals from scratch. With fewer trips to the supermarket, 45 per cent said COVID-19 had made them think more about how to preserve food and organise their fridge, freezer and cupboards in a way that kept certain foods fresh for longer. Two in five (40 per cent) said they used their freezer more often during lockdown, with 41 per cent using meal plans and only shopping for the food they needed, as well as over a third using leftovers as meals.

Kimberley Garner, Hotpoint Brand Manager, comments: “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 the 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.”

To find out more, contact your account manager or visit: 


Image caption:

  1. Hotpoint 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

About the research:

The Hotpoint study, carried out by LEXIS Research, surveyed a representative sample of 1,000 adults (18+) in the UK and looked at how recent events have influenced changes in consumer habits related to food – including grocery shopping, cooking and food storage. The sample was representative by gender, age and geographic areas. Further data including Italy, Germany and Russia is also available.

About Hotpoint:
Hotpoint is part of Whirlpool UK Appliances Limited. A Hotpoint appliance is sold every 19 seconds in the UK and on average 2 of every 3 UK homes have a Hotpoint appliance installed. Voted the UK’s most trusted kitchen appliance brand by Readers’ Digest for 11 consecutive years, the brand is recognised as a ‘Consumer Superbrand’. Hotpoint, founded in 1911, has a history of trusted innovation recognised for over 100 years. Delivering outstanding results for generations of UK consumers through technology and style are the cornerstones of Hotpoint’s philosophy. Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.

About Whirlpool UK Appliances Limited:
Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the world’s leading kitchen and laundry appliance company.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances:

About Whirlpool Corporation:
Whirlpool Corporation (NYSE: WHR) is the world’s leading kitchen and laundry appliance company, with approximately $20 billion in annual sales, 77,000 employees and 59 manufacturing and technology research centers in 2019. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and other major brand names in nearly every country throughout the world. Additional information about the company can be found at  or find us on Twitter at @WhirlpoolCorp.

For further press information and images please contact:
Tessa at jmm PR
Tel: 01536 414555

22nd September 2020



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