Summary
Ultimate Products, headquartered in Oldham, has begun its maiden TV advertising campaign for the Beldray All-in-One Floor Cleaner, which won a Which? Best Buy award. The advert, running across Yorkshire on ITV and ITVX throughout July and August, represents a milestone in the group's consumer brand strategy and reflects the maturity of its in-house marketing capability.
The campaign, titled 'Be More Beldray', adopts a humour-led approach to household situations rather than traditional product demonstration formats. It supports a wider repositioning of the 150-year-old brand, which has attracted new retailers and additional listings following a rebrand.
The marketing activity is delivered through ITV Backing Business, an initiative that matches Ultimate Products' advertising investment to double the media value behind the campaign. The company is initially running the advert in a single region to test creative impact, track sales and brand awareness effects, and assess return on investment before considering wider expansion.
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Common questions
- What is this article about?
- Ultimate Products, the Oldham-based owner of heritage brands Salter and Beldray, has launched its first television advertising campaign for Beldray's cordless floor cleaner, airing on ITV and ITVX in July and August. The campaign is being supported by ITV Backing Business, which doubles the media value of the company's advertising spend.
- When was this published?
- This article was published on 8 July 2026.
- Who published this article?
- This article was published by Prolific North.