Hobart cranks up hype as new launch nears

Hobart is stoking up the warewashing equipment battle ahead of Hotelympia as it prepares to whip the covers off a new offering that it regards as one of its most hotly-anticipated yet.

The manufacturer says show visitors will get their first-glimpse of what it is calling a “game changing” launch when the biennial show kicks off at London’s ExCeL next month. It also plans to unveil details of a new marketing campaign at the four-day event.

The company says that visitors are invited to its stand to learn more about the launch, which it is hyping up as “revolutionary” and a “true world-first”.

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Tim Bender, UK sales director — warewashing at Hobart UK, wasn’t giving much away today, but insisted caterers and partners wouldn’t be left disappointed.

“I can guarantee now that they will have seen nothing of the like anywhere else in the world — I urge visitors who crave innovation twinned with real-world cost savings to come to the stand for an exclusive first-look at a true game changer,” he said.

Bender said the launch would build on the “cast iron reputation for innovation” that Hobart had developed over the years.

He was, however, prepared to shed more light on a new campaign that Hobart has been working on to highlight the cleaning capabilities of its equipment.

The ‘Meaning of Clean’ campaign will be launched at Hotelympia and run until the end of December. It will call on caterers to define what clean means to them, with the winning entry receiving a brand new undercounter warewasher full of clean crockery.

Bender said: “In launching the ‘Meaning of Clean’ we are stressing the message that there is ‘ordinary clean’ and then there is ‘Hobart clean’ which is on a totally different level, yet something that all caterers can attain by choosing the right brand. Hobart equipment stands and falls on a promise to redefine warewashing standards.”

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