Leeds-based Principles Agency will be spearheading the launch of Russell Hobbs’ new domestic appliance range with a series of primetime television ads to launch in Spring 2008.

Salton, parent company of Russell Hobbs, is an existing client of Principles and extended the agency’s brief without a competitive pitch.

“We’ve worked with Russell Hobbs, owned by Salton Europe, for a couple of years now and it’s been fantastic to finally create a series of stylish ads that really propel the Russell Hobbs brand into the spotlight,” said Principles Agency account director Helen North.

“It forces the consumer to really reappraise the brand.”

Using the slogan ‘Switched on Style’, Principles aim to position Russell Hobbs as the UK’s prime small domestic appliance (SDA) brand.