Smeg Australia has launched its first brand-led marketing initiative in Australia, with the local adaption and roll out of the Italian appliance manufacturer's 'Good Taste Starts at Home' campaign.

The campaign seeks to reinforce Smeg's standing as a premium appliance partner for home life, underlining its commitment to 'Technology with Style'.

The creative showcases a holistic range of Smeg products, featuring models and emphasising the brand's diverse offerings. Smeg provides both major and small domestic appliances, enabling customers to create a 'Complete Kitchen' that mirrors their personal taste.

Developed internationally, the campaign has been tailored for the Australian market with the assistance of Ive Group's creative agency, Elastic. The campaign is currently live and is being rolled out across multiple touchpoints, including digital, social, and traditional media channels.

Head of Marketing and Product at Smeg Australia, Nick Elgin, said: "Smeg customers are discerning," Elgin said. "They understand and appreciate quality craftsmanship, innovation and design. Our appliances empower food lovers and home chefs to achieve culinary brilliance at home, alongside Smeg’s classic Italian style. This campaign reflects that good taste begins with the environment we create around us every day, and celebrates the joy of gathering in the heart of the home."