Home and professional kitchen appliances brand Electrolux has announced an exclusive partnership with the Asian Food Channel (AFC) to boost its marketing activity across the region.

The agreement follows talks between both parties since January.

As part of the partnership, AFC’s in-house creative team will produce TV commercials for Electrolux to be aired on the channel in Hong Kong, Malaysia, the Philippines, Singapore, Indonesia and Thailand from this week onwards. The partnership also involved equipping the AFC kitchen studio with Electrolux kitchen appliances.

According to AFC sales and marketing manager Gladys Ho, the running theme for the TV commercials is based on Electrolux’s tagline, “We love food as much as you do”.

Ho said the partnership was a win-win situation. As a dedicated food channel, AFC was well positioned to showcase Electrolux to its vast target audience, she said in a recent phone interview.

AFC viewers in the seven markets will also be able to participate in Electrolux-sponsored contests later in the year.