Beldray ITV Campaign

Ultimate Products has launched its first-ever television advertising campaign. The campaign, for its laundry, cleaning and floorcare brand Beldray, first aired on ITV and ITVX on Monday 6 July 2026 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 Beldray’s investment. The campaign is the latest step in a wider repositioning of Beldray, whose recent rebrand has given the heritage brand a bolder, more distinctive identity and attracted new retailers and additional listings.