RUSSELLVILLE, Ark.–Microplane is set to roll out a new national consumer advertising campaign beginning this July though the fourth quarter, with five ads each focusing on one of the company’s key graters and kitchen tools: the Classic Zester, the Gourmet Medium Ribbon Grater, the Gourmet Ultra Coarse Grater, the Box Grater and the new Herb Mill. The campaign will reach more than 18 million consumers through its placement in such publications as Food & Wine, Cooking Light and Food Network Magazine.
“We are very excited to broaden our marketing efforts for the brand with a strategic national advertising campaign that not only touts our heritage as the first to create a premium hand-held grater, but also reinforces our position as an industry leader in developing extraordinarily sharp kitchen tools,” said Tracy Panase, marketing manager. “We’re delighted to begin communicating our message of product innovation and ingenuity more aggressively to millions of targeted consumers.”
Microplane plans to extend the campaign beyond the year.