Miele UK – Perfect Pair Campaign
Jazzbones, worked with Miele for several years, delivering campaign creatives that aligned perfectly with their premium positioning. One of the standout projects in our long-term partnership was the A Perfect Pair Valentine’s Day campaign — a nationwide cashback offer centred around the purchase of a washing machine and tumble dryer pair. This was far more than just a seasonal promotion. It was an opportunity to create a striking, multi-channel campaign that captured hearts while staying firmly grounded in Miele’s brand values of quality, precision and performance. With a £200 cashback offer on the table, the message needed to land quickly and clearly, especially in busy retail spaces such as John Lewis.
We began by exploring ways to tap into the emotional associations of Valentine’s Day without resorting to clichés or gimmicks. While Miele customers appreciate elegance and sophistication, they’re also looking for offers that make practical sense. That’s why the £200 cashback message needed to be front and centre — but in a way that still felt aspirational.
The creative concept, A Perfect Pair, gave us a great hook to work with. It referenced the emotional appeal of the day while cleverly nodding to the paired product offering. We layered premium appliance photography over a rich red rose background and used a bold heart-shaped motif to highlight the savings. The composition was visually striking, instantly recognisable, and adaptable across all channels.
Having worked with Miele across previous campaigns, we understand how to communicate with their UK retail partners and end customers. Whether it’s John Lewis or an independent dealer, each environment calls for POS that’s clear, confident and polished. We designed assets that were easy to implement in store, with adaptable formats for shelf talkers, window vinyls, hanging signage, and digital screens.
Miele’s brand is all about craftsmanship, reliability, and understated luxury. So while this was a playful Valentine’s concept, we never allowed the campaign to drift into novelty. Everything was rooted in the quality and performance of the products themselves.
Our deep knowledge of the UK retail landscape also came into play. We knew that shoppers would be time-pressured and looking for clear offers, so the cashback callout was made visually prominent. At the same time, the romantic visuals acted as a hook to draw people in — even in crowded or competitive appliance aisles.
The campaign was executed across Miele’s dealer network and featured prominently in-store at John Lewis. It also appeared online via Miele’s UK website and retailer digital channels. The clarity of the creative helped increase awareness of the offer and supported measurable uplift in paired appliance purchases during the promotional period.
“Jazzbones are a joy to work with. They have a deep understanding of brand values and this shows in every concept. I’ve never had to ask them to re-visit a brief.”
Category Manager – Miele
West
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Swindon
SN2 2PN
01793 847300
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