The Behaviours Agency has put the provenance of Mobalpa at the heart of its campaign to launch the largest French kitchen brand to the UK market.

Mobalpa has stores in 38 countries worldwide, but distribution in the UK has been limited with sales solely through small independent retailers. Mobalpa opens the doors to its first UK showroom in Warrington this weekend (Saturday 23 and Sunday 24 June). The Behaviours Agency has redeveloped the company’s global positioning for the UK market, reflecting the company’s core values and French origin.

During the launch weekend a mobile outdoor campaign, featuring ‘The best kitchens in Warrington aren’t Swedish, they’re French’, will circulate Gemini retail park and outside IKEA. In store, customers will be treated to a French experience with live French cooking demonstrations and a champagne reception. Special promotions and competitions will run for the first month of opening. Press and online advertisements in local newspapers and lifestyle magazines, POS, PPC and door-drop activity will support the campaign.

Adam Tregaskis, account director at The Behaviours Agency is leading the campaign. He said: “We have assessed and adapted every element of Mobalpa’s marketing to engage the UK market from proposition to copy, design and imagery. By leveraging Mobalpa’s roots as a family business in the French Alps, we hope to create curiosity in the brand and product range while at the same time reinforcing our positive associations with the country such as gourmet cuisine, fine wines, family values, chic style, and placing the kitchen at the heart of the home.”

Cyril Raberin, Export Manager at Mobalpa and general manager of Mobalpa UK Ltd adds: “The UK kitchen market traditionally has non-transparent pricing with permanent sales and offers a limited number of ranges. We are bringing a unique proposition to the sector with a collection spanning more than 235 designs and a completely transparent pricing structure. The Behaviours Agency has taken our global positioning and made it mean something to the UK market. We chose to work with them because of their expertise specifically in UK kitchen retail and we have not been disappointed. As well as providing market insight they’ve also ensured our messaging is localised in the UK.”

The Behaviours Agency was appointed to launch Mobalpa in the UK following a three-way pitch in April 2012.