Rangemaster has won the Brand Communication – Agility Award at the prestigious Marketing Society Global Awards, one of the marketing industry’s most respected international programmes.
The award recognises the success of Rangemaster’s first-ever brand-led television campaign, Part of the Family since 1830, which helped buck declining market trends and deliver exceptional commercial growth for the iconic British range cooker brand.
The Marketing Society Global Awards attract entries from some of the world’s biggest brands and agencies. This year’s shortlist included organisations such as Coca-Cola, PepsiCo, John Lewis and Aston Martin, making Rangemaster’s win particularly significant.
In addition to its award win, the AGA Rangemaster team was shortlisted for Best Brand Marketing Team, placing them in the top five globally from 196 entries.
The award-winning Rangemaster TV campaign was developed around a simple but powerful insight: while modern kitchens increasingly favour hidden appliances, Rangemaster owners see their cookers as the heart of the home and a proud focal point of family life.
The resulting ad campaign celebrated the enduring role Rangemaster has played in British homes for almost two centuries.
Using humour and emotional storytelling, the campaign repositioned the range cooker from practical appliance to aspirational centrepiece. The creative features a family gathering to meet a ‘new arrival’ – revealed to be not a baby but a gleaming Rangemaster cooker.
Despite operating in a declining category, the campaign delivered outstanding results.
Sales volumes increased to almost three times the original target, while market share grew and key brand health metrics, including awareness, consideration, preference and purchase intent, all improved significantly.
The judges praised the campaign’s “strategic agility, creative execution and measurable business impact”.
The awards are judged exclusively by chief marketing officers and board-level leaders from major global brands and evaluate entries on strategy, insight, creativity, effectiveness and commercial results.
Zoë Carter, Brand Consultant, and Senior Brand Manager Emma Cowley led the strategic and creative development of the campaign, working closely with agency partners and teams across the business to bring the platform to life across television, digital, retail, trade and experiential channels.
Dominic Worsley, Managing Director, AGA Rangemaster, said: “To receive recognition at a global level alongside some of the world’s most famous brands is a tremendous achievement for everyone involved.
“This campaign was built on a clear belief that Rangemaster remains an important part of family life in Britain, and the results demonstrate the power of combining strong insight, creative bravery and commercial focus.
“Winning this award is a proud moment for the entire AGA Rangemaster team and for everyone who helped bring the campaign to life.”
The campaign forms part of a wider investment in the future of the Rangemaster brand following significant investment in UK manufacturing and product innovation.
