Zanussi has kicked off a multi-faceted advertising campaign aimed at getting British families consider the benefits of owning a dishwasher, and, eventually, consider the opportunity of buying this electrical appliance. The campaign taglined ‘Stop Washing Up!’ has been launched in May and will be held in the UK throughout June.

The campaign started on May 25 with a funny viral video that demonstrates couple talking of their house management problems, which brings the viewer to the conclusion that the presence of a dishwasher in a household could make lots of family conflicts fade away.

Other campaign outlets include pages at Facebook and Twitter, multiple surveys, celebrity marketing with Kim Woodburn of TV’s ’How Clean is Your House’ acting as a celebrity endorser.

The online destination of the campaign has been launched at www.stopwashingup.com featuring diaries of those who support the idea of getting a Zanussi dishwasher. More than that, visitors to the website have a chance to register for the weekly prize drawing and win the appliance and 6-month supply of Finish Quantum.

Glenn Roberts, Zanussi Trade Marketing Manager, says «This is an innovative campaign that we believe will resonate loudly with our target audience. We also intend to drive sales through in-store promotional activity throughout June, showing that no one cares more about their customers than Zanussi. With dishwasher penetration in the UK being one of the lowest in Western Europe at around just 35.5%, we see a huge opportunity to increase sales of Zanussi dishwashers through our retailers”.