Yorkshire-based household cleaning brand Astonish is investing £2.8 million in its largest-ever advertising campaign and new brand platform, ‘Clean-ish’.
Running across ITV, ITVX and Sky, the new creative platform, ‘There’s clean-ish. And there’s Astonish’, represents the next phase in the brand’s advertising evolution and will span live, on-demand and streaming channels, with forthcoming bursts planned in November and January, and will run alongside Astonish’s first national DOOH campaign.
The platform is built around a simple consumer insight: People often accept cleaning that’s only “clean-ish”, sometimes knowingly, often unknowingly. By challenging consumers to question whether surfaces are genuinely clean or simply appear that way, Astonish has created a distinctive creative territory rooted in a relatable consumer truth.
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Independent agency, Boutique, planned the campaign so that every channel works to a single strategic purpose. Winning in cleaning products means meeting Astonish’s customers where they make decisions, not where budgets traditionally sit. The campaign was designed around this reality; location-first planning that catches shoppers at the moments that matter most. That means pairing TV reach with precision digital out-of-home at retail, mobile engagement during purchase consideration, and social reinforcement.
PR activity around the launch is being led by Leeds-based Prohibition, as Astonish rolls out the new brand platform.
The investment follows the success of Astonish’s 2025 campaign, ‘Banish the Fear’, which generated a 607% uplift in sales for the featured product, reaching almost 30% of UK adults. The campaign saw share of search rise from 12% to 20%, direct website traffic increase by 122%, and consumer purchase intent increase by 19%.
The new brand idea is brought to life through two creative executions, one featuring Astonish’s Oven & Cookware Cleaner, and the other spotlighting its specialist mould stain remover. While focused on different household cleaning challenges, both adverts are built around the same central idea: highlighting the difference between something that appears clean and something that is genuinely Astonish-ing.
Caroline Leader, senior marketing manager at Astonish, said: “We’ve built strong awareness through previous campaigns, but Clean-ish gives us a single brand idea that can connect everything we do, creating greater consistency across our marketing while remaining rooted in an everyday truth that people immediately recognise.”
Steph Feather, head of media at Boutique added: “We’ve built a brilliant relationship with Astonish over the years, so it’s genuinely exciting to be part of such a big moment for the brand. They’re an ambitious, fast-growing Yorkshire business and this campaign really reflects where they’re heading. For us, it’s about building on everything we’ve learned together and making sure that ambition is matched by smart, effective media, combining brilliant reach with precision to get Astonish in front of the right people, in the right places, at the right time.”
The launch comes as Astonish continues to invest across the business. In recent years, the company has relocated to a £25 million purpose-built manufacturing facility and installed specialist production equipment to the value of £12.5 million, supporting increased production capacity and future growth. Astonish products are now sold in more than 35 international markets worldwide, and the brand remains one of the few UK household cleaning brands approved by both Cruelty Free International and The Vegan Society.
