Ultimate Products launches first TV campaign for Beldray with ITV Backing Business

Ultimate Products, which owns homeware brands including Salter and Beldray, has launched its first TV advertising campaign.

Salter, founded in 1760, is the UK's oldest houseware brand, while Beldray dates from 1872.

The ad, for laundry, cleaning and floorcare brand Beldray, first aired on ITV and ITVX on Monday 6 July and will run across the Yorkshire region throughout July and August.

The group says the campaign is an important step in its consumer brand strategy and shows how its in-house marketing team has developed.

It is starting with a controlled trial in one region to test the creative, measure the effect on sales and brand awareness and judge the return on investment before deciding whether to roll it out further.

The campaign is running through ITV Backing Business, which matches UP's advertising spend, doubling the media value behind the Beldray investment.

The advert features Beldray's All-in-One Floor Cleaner, a cordless hard floor cleaner that vacuums, mops and dries. It has been named a Which? Best Buy ahead of more expensive competitors.

Instead of the product demonstrations common in floorcare advertising, the campaign, built on the creative platform ‘Be More Beldray’, takes a warmer approach, using humour and familiar household moments to present Beldray as an everyday cleaning companion.

It is the latest stage in a wider repositioning that has given the heritage brand a bolder identity and won it new retailers and extra 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,” she said.

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.”