Ultimate Products, the owner of leading homeware brands including Salter (the UK’s oldest houseware brand, est.1760) and Beldray (est.1872), has launched its first-ever TV advertising campaign.
The campaign, for laundry, cleaning and floorcare brand Beldray, first aired on ITV and ITVX on Monday, 6 July and will run throughout July and August across the Yorkshire region.
The campaign marks a significant milestone in the group’s consumer brand strategy and reflects the growing maturity of its in-house marketing capability. In the first instance, the group is running the advert in a single region through a measured trial to test the creative, track its impact on sales and brand awareness, and assess the return on investment before deciding whether to expand more widely. The marketing activity is being delivered through ITV Backing Business, an initiative that matches UP’s advertising spend to double the media value behind the Beldray investment.
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The advert features Beldray’s All-in-One Floor Cleaner, a cordless hard floor cleaner that vacuums, mops and dries, and which has been named a Which? Best Buy, ahead of higher-priced rivals.
Rather than relying on the traditional product demonstration style often seen in the floorcare category, the advertising campaign – built around the creative platform ‘Be More Beldray’ – takes a warmer, more distinctive approach, using humour and relatable household situations to reinforce Beldray’s positioning as an everyday cleaning companion.
The campaign is the latest step in a wider repositioning of Beldray which has given the heritage brand a bolder, more distinctive identity and attracted new retailers and additional listings.
Tracy Carroll, chief marketing officer of Ultimate Products, said: “The past year has been transformational for Beldray. We’ve rebuilt the brand to be braver, brighter and a lot more fun, and this campaign is the next step in bringing that to life. It captures the confident new personality now at the heart of the brand, while staying true to the heritage that has made Beldray a trusted name in homes for more than 150 years.
“Television gives us the opportunity to introduce the new Beldray to millions of new households, in a way that’s engaging, memorable and true to the realities of everyday family life. We’re excited to see how consumers respond.”
Jason Spencer, business development director at ITV, said: “ITV Backing Business is designed to help ambitious brands unlock the growth potential of TV by giving them the confidence to test, measure and scale their investment. Beldray is a strong example of a brand using ITV to reach households in a relevant, practical and memorable way, and we are pleased to be supporting the campaign across both ITV and ITVX.”
