Following a successful US launch, we introduced UK audiences to the Ninja Foodi

The Ninja Foodi was the first heated appliance launch from Ninja, offering consumers multiple cooking functions all in one easy-to-use pot.

When the Ninja Foodi launched in the US it was a sell-out success, so when the product arrived in the UK, we developed an integrated 12-month strategy that would amplify Ninja’s marketing strategy to deliver similar results.

We created a strategy that would not only deliver widespread media coverage for the new product but would also harness the power of key influencers and relevant celebrities to drive further consumer awareness for the exciting launch. This included a number of elements that were activated to create and maintain buzz for the product over a year-long campaign.

Media event series: we knew that to get media excited about the new product, it would be important to provide them with live product demonstrations, taste tests and to also get them using the machine for themselves. To achieve this, we hosted a series of creative media events.

This began with the ‘Ninja Dates’ launch event which gave media an exclusive first-look for the product. The event coincided with Valentine’s Day and so we invited 50+ media contacts to join the Ninja team for a romantic ‘First Dates’ themed evening at the famous Paternoster Chop House in St Pauls. Our second event, the ‘Ninja Cook-Along’ was a more intimate affair, which invited x10 key journalists to experience cooking with the Ninja Foodi for themselves with the help of the Ninja team and our celebrity host Nadia Sawalha. Finally, we also placed the Ninja Foodi at the heart of our annual product showcase event in September.

Influencer partnerships and recipe development: to generate a wealth of online content for the Ninja Foodi we also collaborated with a wide variety of influencers and on-brand celebrities.

In order to reach out to a wide range of different audiences we worked with influencers from across the food and drink, parenting, homeware and interiors and lifestyle sectors. Key names included Loose Women presenter Nadia Sawalha, Bake Off contestant Antony Amourdoux and dadfluencer Pappa Pukka.

Ongoing press office: to complement the above activity we also delivered a hard-hitting press office throughout the year which included product PR, media gifting, consumer feature generation, trade PR and corporate profiling.


pieces of launch coverage


pieces of influencer content


average engagement rate for influencer content

“I have worked with the team at The PHA Group for a long time, and for good reason. They are creative, passionate and above all they deliver outstanding results for Shark and Ninja across both corporate and consumer comms. When we began working with PHA our challenge was to establish Shark in a very competitive sector, 4 years on and we are now the UK’s leading floorcare brand. PHA has played a significant part in helping to make this happen through impactful media and influencer campaigns and we’re hugely appreciative of all the work they do for us.”
Jess Levy
VP Marketing EU
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