Miele has unveiled its latest press ad campaign, created by the soon to be closed Leeds-based agency Poulters.

The German domestic appliance firm hopes the campaign will create a ‘deeper understanding’ of the brand, and create ‘greater empathy with the brand’.

Poulters planning director Darren Hawkins, said:  “It is a testament to Miele that those who own its products are its greatest advocates, but in the UK at least, most consumers know the brand as premium and nothing more.

“Our aim was to build value into a premium brand – to convince consumers that premium is worth paying for.”