Ultimate Products (AIM:ULTP), the Oldham-based owner of homeware brands including Salter and Beldray, has launched its first television advertising campaign, targeting Yorkshire households via ITV and ITVX from 6 July through August.
The campaign centres on Beldray's All-in-One Floor Cleaner, a cordless hard floor device rated a Which? Best Buy, and is built around the creative platform "Be More Beldray."
The group is running the ad as a measured regional trial, testing creative effectiveness and tracking the impact on sales and brand awareness before deciding whether to roll out nationally.
The media spend is supported through ITV Backing Business, an initiative that matches Ultimate Products' outlay to double the effective media value behind the Beldray investment.
The campaign follows a broader brand repositioning that the group says has attracted new retailers and additional product listings for Beldray, one of its core laundry, cleaning and floorcare labels.
"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," said Tracy Carroll, Chief Marketing Officer of Ultimate Products.
