Appliances manufacturer Russell Hobbs has appointed digital entertainment agency Fan Club to develop and produce a new branded entertainment series for its Midnight Collection fabric care range.
The partnership will see Fan Club lead on creative development, production and distribution of an entertainment-led content series, Steam Queens, designed to engage modern audiences around everyday clothing care, performance and ease of use. The series will form part of Russell Hobbs’ drive to connect with consumers through content that centres on usefulness, relevance and entertainment.
Russell Hobbs is one of the UK’s most established small domestic appliance brands, with a heritage dating back to 1952. The brand is now recognised globally for practical innovation across kettles, toasters, kitchen appliances and home solutions.
Fan Club will apply its entertainment-first approach to help Russell Hobbs translate brand values into content formats built for social and digital platforms, with a focus on audience engagement and cultural relevance. Joe Churchill, founder & CEO at Fan Club, said: “Russell Hobbs is a brand with deep household credibility. Working on the new Midnight Collection fabric care range gives us an opportunity to turn an everyday product category into something genuinely engaging, using entertainment and storytelling to make the brand feel current without losing sight of its tangible benefits.”
The series will form part of Russell Hobbs’ broader content and brand strategy. Hannah Hamer, UK marketing assistant manager, Russell Hobbs, said: “Our Midnight Collection range plays an important role in how we support household routines. Partnering with Fan Club allows us to explore more engaging ways of bringing those products to life through content that fits into how audiences consume media today.”
