Cooker manufacturer Aga is looking to capitalise on its established brand with the launch of a new cast iron cookery range called Omnia.
The Shropshire-based firm is hoping that the range, which centres on pots and pans, will appeal to its core target audience of well-heeled 25- to 45-year-olds.
The company is planning to capture a 20% share of the market within the first four years.
Support for the launch of the Omnia range comes from Manchester’s Refinery, which has devised a campaign set around the strapline ‘new ideas cast in iron’.
The agency’s appointment follows on from its successful work on other Aga products during the last four years.