Lec marks 70th year with press campaign

Fridge brand Lec is to mark its 70th birthday with a revised logo, new website and an advertising campaign.

Founded in 1942 as the Longford Engineering Company, Lec is now owned by Dublin-based Glen Dimplex Home Appliances and based in Prescot, Merseyside along with other brands Stoves, Belling and New World.

As part of the re-brand, which includes a new trade advertising campaign, Lec’s badge will return to its original polished metal format.

All creative work has been produced by Home. The Right Agency is providing trade PR and Umpf is handling consumer PR and social media.

All three agencies are based in Leeds and produced a similar campaign to mark Belling's centenary.

Lec was originally formed by Charles Purley, a fishmonger based in Bognor Regis who was fed up with the high cost of ice, and wanted to develop a refrigeration system to keep his fish cool.

David Garden, commercial director for Lec, said: “We have worked very hard to get Lec back to a position of strength and I now feel we have right products and pricing.  We felt it was time to refresh the brand but were also keen to celebrate Lec’s rich heritage, so our products will now feature a logo with a modern twist on the badge Lec had at the height of its success.

“Lec was created by Charles Purley to solve a problem, and that’s what our products continue to do today. Our offering is simple: we make good, honest, energy efficient refrigeration products.”

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