Sunbeam Corp. said it is launching its first-ever integrated marketing program for Grillmaster gas grills. National TV, spot radio, national direct mail, radio and retailer-sponsored special events will all use the theme: "Grillmaster. You can't be one without one." Manhattan restaurateur Bobby Flay, host of Lifetime Television's "The Main Ingredient With Bobby Flay," is spokesman. Six WPP Group agencies handle: Ogilvy & Mather Worldwide, Ogilvy Adams & Rinehart (PR), O&M Direct (direct mail), Einson Freeman (in-store merchandising), A. Eicoff & Co., (national cable TV/direct response) and Milward Brown (research). Spending was not disclosed.
Copyright April 1997, Crain Communications Inc.