By Grant Shepherd

SYDNEY: Woodland Home Products has announced that it is rejuvenating the St George Appliances brand with a new campaign focusing on long-time ambassador Margaret Fulton.

According to the company, Margaret Fulton will lend her face and name to a new advertising, point-of-sale and online campaign.

Craig McKell, CEO of Woodland Home Products, commented on the relaunch of the St George brand.

“This is an opportunity for us to re-introduce the brand to a new, younger audience by utilising Margaret Fulton’s broad appeal as a much-loved food personality,” he said.

“In line with our ongoing commitment to supporting the channel, our strategy in re-launching the brand has been two-pronged. Firstly, we want consumers to ask for St George Appliances by name and secondly, to equip our retailers with the tools to restore brand visibility at a store level.”

The message ‘Made to bring out the best in you’ will feature in print advertising in selected food and lifestyle magazines between February and May 2010.

The company stated that retailers will start to receive a new range of point-of-sale material this month. Video recipes from Margaret Fulton will also be available at the St George website, where consumers will be able to download free recipe cards.

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