Furniture retailer MFI has launched an ad campaign for its Küchen Lab range of German-engineered kitchens with the aim of tapping into the premium market.

The ads show a Küchen kitchen and use the tagline “Uniquely yours”. The aim is to reflect the range’s premium and bespoke credentials.

The brand was launched in selected stores in May and will be available in 190 stores by the end of this year.

The campaign will run in consumer lifestyle and interiors magazines until September. MFI is also considering extending it to TV and other media.

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