This year, Miele is celebrating its 125th anniversary; to mark the occasion it has launched a new campaign called ‘Long Story Short: 125 years of Quality,’ offering consumers the chance to win £125,000 and more.
John Pickering, Managing Director for Miele GB, emphasises the campaign’s benefits to Miele’s trade customers: “This incredible competition is a celebration of Miele’s journey from humble beginnings to technological leadership. It’s about forging a connection with the future, encouraging customers to experience the lasting innovation that Miele embodies. The campaign is designed to drive customer engagement and incentivise sales, providing significant benefits to our kitchen and independent electrical retail partners.”
Back in 1899, Miele’s first product was a simple butter churn, designed to make life easier. Now, the manufacturer creates state-of-the-art home appliances with the same qualities of innovation and excellence that have remained constant throughout its history.
Mr Pickering said that this competition is a tribute to the brand’s legacy, connecting its historical ethos with the cutting-edge features of its contemporary products.
Miele has launched special edition appliances for its 125th anniversary, including new cooling models
The campaign is running now until 30 April 2025! Consumers purchasing their Miele appliance will be offered the opportunity to enter into a draw with a chance to win a grand prize of £125,000, the draw for which will take place in July 2025.
In addition to this, Miele is offering monthly prizes where participants stand a chance to win one £150 voucher or one £250 Miele voucher which can be redeemed against Miele products or events. The promotion is open to customers in the United Kingdom and Republic of Ireland.
Mr Pickering continued: “The key objective of this campaign is to drive conversions and help Miele stand out in a saturated market dominated by price promotions. We are aiming to look back at Miele’s past and where it has come from, whilst encouraging a new generation of customers who may be unfamiliar with the brand’s heritage.”
The company is running national paid social campaigns throughout the year, plus retailers can access engaging in-store and online POS materials.
The brand has also curated a selection of special 125th Anniversary Edition models across all product categories.
