Rangemaster Makes TV Debut with ‘Part of the Family’ Campaign

Creative agency, Mr. President, and media agency, The Specialist Works, have launched an integrated campaign for the Rangemaster brand.

The campaign includes TVC, print and digital activity and seeks to land Rangemaster’s enduring prominence within family life with the new brand idea: 'Part of the family since 1830'. This brand strategy - of aligning with a desire to embrace the 'bigger life' that comes with having a young family - was defined by Mr. President and the Rangemaster team. It followed qual and quant research that identified the pride that comes with having the perfect family cooker and how much reliance families place on their Rangemaster. Combined with the British manufacturer’s longstanding heritage (having helped family life flow easier for almost 200 years) it cements the integral nature of the brand’s role in family life.

The TVC leans on British humour to grab attention and create memorability - using the Rangemaster as a signal that you’re moving into a new phase of your life: A number of family members appear at a couple’s doorstep, excited to meet the ‘new arrival’. At the beginning of the advert you think that they are excited to meet the couple’s new baby, but actually they are all here to see their new beautiful Rangemaster range cooker. The TVC was directed by Ric Cantor through Epoch UK x KNUCKLEHEAD and will air as the first ad in the first ad break of The Great British Bake Off on Channel 4.

Rangemaster is the category leader in range cooking but this is the first time ever the brand has been on TV in its own right, so the campaign hopes to reverse the category decline by generating demand through emotional and entertaining comms.

Rangemaster’s first-ever TV campaign was designed to land with maximum impact: launching with stature in contextually resonant environments. The debut spot in the first episode of The Great British Bake Off this Tuesday is a perfect choice: one of the UK’s best-loved and widely-viewed cooking shows, aligns with Rangemaster’s long-standing commitment to creativity, craftsmanship and the joy of cooking at home. The overall integrated strategic launch plan delivers across all three core communications behaviours: creating an emotive connection, motivating key audiences, and driving brand familiarity in a context that really matters.

“From the very first briefings, the passion and creativity the team has brought to this campaign has been thrilling”, said Dominic Worsley, group managing director at AGA Rangemaster. “We are excited to share this next chapter in Rangemaster’s 195-year history with consumers, confident that it captures the spirit of Rangemaster and the joy, quality and heritage these British Originals bring to kitchens across the UK”.

“Rangemaster is an icon of British craftsmanship and performance, rich with emotional associations of food, home and heritage. It’s a dream brand to work on and we’re thrilled to be part of its revitalisation” said Claire Hynes, CEO of Mr. President.

“This campaign marks a new direction for AGA Rangemaster”, said Matthew Pover, group growth officer at The Specialist Works. “It’s a brand-first, insight-led approach, powered by fresh thinking and smart use of data. Built to entertain and designed to inspire desire. We’re breaking norms in a category that’s been too quiet for too long.”

Both agencies were appointed earlier in 2025.