Rayware Brand Licensing FINAL

BRAND LICENSING

A FAMILY OF BRITISH HERITAGE BRANDS

As a leading global housewares supplier and home to some of the world’s best-loved British homewares brands, we understand the challenges of marketing in a competitive industry. With so much competition on what consumers see and so many messages across social media and within stores, we have developed some creative techniques which help make our products and brands stand out. With the iconic Kilner® Jar, classic Mason Cash designs, the heritage of Viners cutlery, the tradition of Price & Kensington, quality of Ravenhead glassware and innovation of Typhoon, we have kitchenware covered, with a brand to suit all occasions.

KILNER ®

The Kilner® business was first established by John Kilner in 1842 in Yorkshire, England. Initially producing glass bottles and jars. The original Kilner® Jar is as much loved and successful now as it was 176 years ago. Households all over the world trust Kilner® products to successfully preserve and pickle their fruit and vegetables.

MASON CASH

Although Mason Cash had produced ceramic bowls during the 1800s, in 1901 they designed and manufactured the very first iconic Mason Cash Mixing Bowl. The bowl’s design has endured the test of time and has become something of a design classic. In fact, the design has barely altered since then, which is why the brand is still renowned for its innovative, classic kitchenware today.

VINERS

Viners has a long and illustrious history as a family of silversmiths specialising as a hollowware manufacturer in Sheffield, England dating back to 1908. As a small silverware specialist manufacturer they grew to be the biggest producer of silver, silver plated and latterly stainless steel. They were an ambitious and creative company organising export licenses in the early 20th century to South America and other international regions. Issued with a Royal Warrant from King George V was evidence of the high-quality products. Today the name resonates amongst generations of consumers.

TYPHOON

At Typhoon, we aim to bring the latest fashion and form to our ranges to enhance and enrich our customers homes for their everyday cooking, serving and storage needs. Modern lifestyles are changing and today's kitchen and serving spaces have become seamless. By putting the customer at the heart of everything we do, we create co-ordinated ranges tailored to their individual design tastes that reflect their personal lifestyle.

PRICE & KENSINGTON

Our story started back in 1896 when the innovative Price Brothers founded their earthenware manufacturing company in Crown Works, Burslem, specialising in tabletop accessories and teapots. The brothers developed a strong working bond with Kensington Potteries, who specialised in novelty teapots. This bond grew so strong that the two companies eventually merged in 1962 to become known as Price & Kensington. Rich in heritage and passionate about tabletop accessories and teapots, the Price & Kensington brand continues to flourish under family ownership. Whilst teapots remain at the heart of the product range, we also offer a number of tabletop collections including co-ordinating storage and dinnerware to accommodate all tastes and styles.

RAVENHEAD

Today’s Ravenhead, thanks to its foundations, has built an enviable international reputation for high-quality glassware that combines strength and durability. We offer exceptional glassware from across our value, midrange and premium collections, helping to cater for all occasions. Whether you are entertaining friends at home or need glassware for a formal event, we have a range to suit your needs.

WE ARE RE L EVANT

We know our consumers, and we cater to a broad spectrum, taking topical issues and trends into account.

The healthy eating movement and Kilner® fit perfectly hand-in-hand. We have evolved and expanded our ranges to include more trend-led innovative products, based on consumer and market research. The staple storage jar has been transformed with innovative attachments to help meet the modern consumers' needs. Issues such as reducing food waste and preparation time, making homemade produce from scratch, multi-functionality and compact design are at the forefront of our new product development. From these findings we have now developed new products to include our Kombucha Drinks Making Set, Fermentation Jar, Spiralizer and Cold Brew Coffee Sets amongst others to meet this growing demand for trend-setting products, helping us to establish ourselves as experts in the field of storage and food/drink preparation, whilst remaining the number one trusted brand for more traditional preservers.

OUR AUDIENCE

These are typically older women who use Kilner® for preserving and to store dry foodstuffs. They value functionality, quality and the ability to keep foods fresher for longer. They like to re-use the jars and enjoy the heritage of the brand.

Preservers Plus

These users tend to be a younger demographic. They also use Kilner® for preserving and storing dry foods, but additionally, they use the jars for a variety of other purposes, frommaking and serving drinks to decorating the home and storing everything from cosmetics to stationery. This group covers a wider demographic. They use Kilner® for storing dry foods, but about a 1/4 store non-food items and use the jars for decorating their home, presenting food and serving and infusing drinks. They love Kilner® for its look, design and quality. Their ability to keep foods fresh and being reusable is seen as important attributes, but it is their design and quality that sets Kilner® Jars and bottles apart.

Creative Users

PRODUCT SEGMENTATION

Kilner® is not just a jar. We have a full collection of products for the discerning pickler, preserver and beyond, that caters to a broad audience across the world. We understand the homeware market and we develop new products to suit different segments and different audiences. Our products range from the traditional jars to our innovative Create and Make range and everything in between. We have two product launches each year and an in-house product design team who develop all our new product lines here in the UK.

GLASS VS. PLASTIC Glass is best. It is made from pure, natural elements, so harmful chemicals or toxins do not leak into foods. Glass is also BPA free which means it's the healthier choice for storing, preserving and transporting food and drink. It is economical, reusable and recyclable which is both friendlier on the environment and the pocket!

This message is core to the belief of Kilner® and we have invested a lot of time and resource into research around this very prudent topic. It is one of the key selling points for our brand and will only become more important over time.

SEASONAL MARKE T I NG

The importance of seasonal campaigns helps Kilner® to stay relevant to our followers and reach new audiences.

We plan our seasonal messages in advance and work closely with our in-house photographer/videographer and brand teams to deliver high-quality content, based on the story we are trying to tell. Our in-house studio allows us to recreate different themes and we regularly organise on-location shoots, to be sure that we are getting varied content that is appealing across all of our online and offline channels.

WEBSITE

Our consumer website is our direct portal to the world. We use our website to tell the Kilner® story and share product information and news. We regularly update with seasonal imagery, video content, how-to's and recipes. 

SOC IAL MED IA ANALYS I S

Facebook increase +43% Instagram increase +48%

As we aim to grow our social media channels, we are constantly reviewing, changing and monitoring our performance. 

We use these findings to adapt our messaging to create more engagement to grow our followers.

We have a loyal following with a fantastic organic reach. Facebook We have seen a 43% increase in the number of followers on our Kilner® Facebook page in the past year.

Instagram There has been a 48% increase in our Instagram following. 

Twitter increase +20%

Twitter  In the last 12 months we have experienced a 20% increase in the number of Twitter followers.

K I LNER CLUB NEWS L E T T ER ®

Increase in number of subscribers to Ki lner® Club in the past year 317% No. of Ki lner® Club members >100k

We have a large consumer mailing list of people who have actively subscribed to our Kilner® Club newsletter.

Members can join the Club through our website and social media channels, but they also have the option to join by completing the insert which is included in every Kilner® product purchased in-store. We send out regular newsletters and eshots to our subscribers to keep them informed about the products we have on offer, giving them inspiration and ideas on how to use the products, including recipes and other activities such as crafting and gifting. This Club is a way for us to increase brand loyalty and send targeted messaging to an audience who is already engaged and interested in the Kilner® brand and they are a fantastic resource for us to call upon for market research and product development ideas.

OUR PARTNERSH I PS We work with several brands on collaborations to reach new audiences and help establish ourselves as brand leaders in different markets. Sarsons Our partnership with Sarsons has been very successful and allowed us to work closely together with the pickling community, developing new products and recipe content. Tate & Lyle Sugars We are working with Tate & Lyle Sugars on our preserving campaign and this has helped us reach a new baking audience, which has, in turn, led to us developing new products such as our innovative Measure & Store Jars. Real Kombucha Kombucha is a trend which is growing in popularity. To cater for this market, we developed our Kilner® Kombucha Set and teamed up with the fermented tea experts over at Real Kombucha to create a joint branding initiative. This has proved very successful and we've seen some fantastic engagement from our social media following and the kombucha and fermented food communities, helping us branch out into new markets.

HARRODS , LONDON

LORD ' S COOKSHOP ,

HAMPSTEAD

We sell our products through a number of different channels, including large national retailers, small independent stores, gift shops, garden centres and online stores all around the world, from the UK to Australia! We support in-store displays with marketing materials including imagery and POS (point of sale). STORE DISPLAYS

KI TCHEN WAREHOUSE ,

AUSTRAL IA

POINT OF SALE

We create original, engaging point of sale items to help us tell the story of Kilner® in a store and online setting.

We produce strut cards, shelf strips, header cards, mini-guides, recipe cards and more with relevant messaging and seasonal imagery.

This POS can also be shared digitally on our brand websites and our customers' websites.

BRAND POS I T I ON I NG

For many of us, the Mason Cash Mixing Bowl represents memories of home and home-cooked food lovingly prepared by our parents and grandparents, and family recipes passed down from generation to generation. Our passion for baking and food preparation extends way beyond the Cane Mixing Bowl. Over the years, we have developed a great understanding of what bakers and cooks need and have put this at the heart of what we produce to bring our consumers the best quality tools to bake bread, puddings, pies, cookies and much more. As the audience for Mason Cash grows, and advocacy towards the brand spreads around the world, we continuously work with all of our retailers to find the best solution and ranges for their customers, following or setting the very latest trends in material, design and function.

OUR AUDIENCE

The kitchen has once more become the central focus of the home. The dramatic increase of home baking, the resurgence of kitchen nostalgia, plus the desire for better-looking kitchens with functional accessories has driven the demand for the Mason Cash brand. The brand has always stood for

beautiful products with innovation and functional benefits at excellent prices that can be passed down through the family for generations.

Our main demographic is females aged between 30 and 50, who take pride in their kitchen, in baking and cooking.

However, there have been increases in males 30 to 50 buying into the brand in recent years thanks to the resurgence of baking, especially bread baking.

The introduction of bright colours and fun designs has also attracted bakers in their twenties.

THE ROYAL WEDDING

As it was announced that Claire Ptak from the Violet Bakery would be creating the Royal Wedding cake for the newlyweds, we immediately saw an opportunity for Mason Cash to get involved, as a firm favourite of bakers around the world. After sending out the Cane Mixing Bowls, we were delighted to see the bowls featured in the official photography released by Kensington Palace and The Royal Family in various sneak-peek scenes including videos and images taken from inside Buckingham Palace kitchens. The iconic Mixing Bowl was used to perfect the lemon and elderflower three- tiered modern cake and we received fantastic press and social media coverage around the world in the build-up to and over the Royal Wedding weekend.

Our total reach was over 61.35 million people.

Total engagement over social media was in excess of 720k likes , shares and comments.

We have been working with Love Productions, the TV company behind The Great British Bake Off for a number of years on product placement within the show. The iconic Mason Cash Mixing Bowl and other products are heavily featured throughout the programme and have been for several years now, making our brand a favourite show- stopper with loyal followers!

THE GREAT BRITISH BAKE OFF

DEBENHAMS , TRAFFORD

HARROD ' S , LONDON

CENTRE

STORE DISPLAYS

KI TCHEN WAREHOUSE , successful because we listen to our customers’ needs. We have the right brand that is steeped in history with a proven track record of delivering success and we provide the right shapes, designs and prices to ensure that they are a success, backed up with relevant marketing messages and after-sales service. In recent years, we have delivered ranges to supermarkets such as Sainsbury’s, Tesco and Ocado, large national retailers such as John Lewis and Debenhams, independent cookshops and gift retailers and garden centres around the world. AUSTRAL IA There are Mason Cash ranges in most gourmet, speciality stores and grocery stores in the UK. There are also Mason Cash ranges in international grocery stores including upscale gourmet markets in North America. The collections within each retail outlet are

TIMELINE

110 YEARS OF VINERS

Over 110 years ago the Viners brand was first created. A much-loved household name, steeped in British heritage, Viners has become the nation’s number one cutlery brand with a tradition for delivering elegant, robust cutlery made from the finest quality materials.

Offering a wide range of styles and shapes to appeal to all tastes, Viners’ products come with a guarantee of excellence and are sure to deliver that special finishing touch to any table setting.

BRAND AWARENESS "Viners has by far the highest spontaneous and prompted awareness as a cutlery brand in the UK."

Based on research conducted in 2017, with the inclusion of some findings from earlier research to provide context, we have found that Viners has very high brand recognition amongst 25-70 year olds. The research was conducted among a nationally representative sample of 400 UK consumers within this age range using an external research agency under the supervision of the Viners research team.

SPONTANEOUS PERCEPTIONS OF VINERS

Consumer perceptions of Viners are very positive, with the overriding view that the cutlery is good quality, attractive and hardwearing. Viners is also recognised as being a trusted and long established brand.

STUD I O

With a clear directive for innovative and cutting-edge design Viners employed a number of eminent designers in the late 50s, 60s and 70s. Gerald Benney who created many classics such as Sable, Chelsea and Studio, designed pieces which can still be found in homes up and down the country today as his ranges were a ‘must-have’ item on every wedding list in the 60s. The iconic Studio range still has a long and proud history within the Viners portfolio.

STUDIO CONSUMER FEEDBACK

The Studio range remains one of our most popular designs today and evokes memories of nostalgia amongst many of our consumers. We have kept the design true to its origins and this has proved just as popular with a younger demographic as the original did back in the 1960s.

ADVERTISING ARCHIVES

The Viners creative approach to advertising saw the company officially earn their mark as a recognisable brand. During the 60s and 70s, Viners identified a gap to reach thousands of magazine and newspaper readers, ready and waiting to see their products. Viners was one of the first cutlery brands to use modern forms of advertising, devising a number of creative ways to get the brand directly in front of consumers. Contemporary for its time, the content was humorous and tongue-in-cheek, which heavily influenced the popularity and distinction of the brand. Their creative message was highly unusual of a time when advertising was bland and unimaginative, truly setting Viners apart from other brands.

VI NERS TODAY Viners is a brand that has continued through the ages, with a desire to bring the best quality cutlery to the UK remaining at its core. Unchanged through the generations, Viners delight in discovering the treasure trove of stories shared by those who own their products. From weddings and anniversaries, through to new homes and family heirlooms, Viners love to celebrate the stories that bring us together. Recent research has proven that whilst Viners is one of the UK’s oldest cutlery brands, its distinguished reputation shows no sign of fading in the modern day. Viners emerged as the number one recognised cutlery brand in the UK , with 55% of consumers recognising the Viners name, followed by Stellar with 24%. Perceptions of Viners also remain very positive, with the overriding view being that Viners is a trusted, long- established brand that manufactures good quality, attractive cutlery. Proud to champion its British heritage, the company will be celebrating its anniversary across the year with competitions, events and exciting new product launches.

DESIGN-LED KITCHENWARE

At Typhoon, we aim to bring the latest fashion and form to our ranges to enhance and enrich our customers' homes for their everyday cooking, serving and storage needs. Modern lifestyles are changing and today's kitchen and serving spaces have become seamless. By putting the customer at the heart of everything we do, we create co-ordinated ranges tailored to their individual design tastes that reflect their personal lifestyle.

TREND INFLUENCE

With the increasing popularity of social media, the consumer is more aware of trends from Instagram and Pinterest. With design trends continually evolving which influence the styling of homes, at Typhoon we keep informed and stay ahead of the trends bringing the latest texture, colours and shapes people want to furnish their homes with to market. Whether it be bold and glamorous, muted and minimalist or traditionally rustic, we have collections to suit all tastes.

DESIGN & MANUFACTURE

We create our own innovative designs following the latest home decor trends using our talented in-house design team.

Combined with the latest technology of manufacturing processes we create affordable pieces using the finest quality materials and finishes that will withstand the rigours of daily life. Our quality checks are meticulous ensuring a high level of attention to detail to bring highly durable and beautifully functional products to market.

KI TCHEN WAREHOUSE ,

AUSTRAL IA

A GLOBAL BRAND

We are truly international. 50% of sales come from outside of the UK, from top retailers around the world.

We have warehouses in UK, China and USA to service our customers globally.

A HERITAGE BRAND

Rich in heritage and passionate about teapots and tabletop accessories, the Price & Kensington brand continues to flourish with a history dating back over 122 years.

AN ENGLISH CLASSIC

The Brown Betty teapot was created in Stoke-on-Trent; the heart of British potteries in the 1800s. Locally quarried red clay was used due to its affordability and durable qualities. The clay was also well known for retaining heat, which was perfect for teapots. Price & Kensington teapots have continued to evolve since the Brown Betty days by developing a range of fashion led colour palettes for modern day living. Ranging from soft neutral hues to vivid, bright tones whilst maintaining the historical shape and functionality of the ‘Betty’ teapot with a non-drip spout.

In the 1970s, Ravenhead was in its hey-day. It was the largest maker of table glass in the UK and was exporting to over 100 countries, producing 200 million glasses per year. During this time, leading designers John Clappison, Annette Meech, David Queensbury and Alexander Hardie Williamson created much- loved ranges such as Siesta, Barmaster, Elegance, White Fire, Apollo & Solar. In 1973, Ravenhead produced the well-known blue Vicks pots and Milk of Magnesia bottles for the pharmaceutical industry. Thanks to Ravenhead’s first TV advertising campaign in 1972, its popularity grew and items such as the bestselling White Fire range were commonly requested as wedding gifts and remarkable sales followed. Today's Ravenhead caters to the growing trends we see in the drinking and entertaining sector, including those for prosecco and gin. We make high- quality glassware that combines strength and durability. THE RAVENHEAD STORY