Immediate, owner and publisher of Good Food, the UK’s leading food media brand has announced a media-first product endorsement campaign with dishwashing experts Finish.
The 12-month partnership marks Good Food’s first-ever product endorsement, showcasing Finish’s top tier detergent, Finish Ultimate Plus, and its ability to tackle the post-culinary clean-up struggles of passionate home cooks.
Good Food’s audience of food fans love cooking delicious meals, however their joy can be dampened by the post-feast washing up. The campaign tackles that pain point head-on, demonstrating how Finish empowers food enthusiasts to create culinary masterpieces without dreading the aftermath.
The campaign kicks off with a series of rigorous tests designed to assess Finish Ultimate Plus’s cleaning power and earn Good Food’s coveted seal of approval. Viewers are invited to behind-the-scenes of the Good Food kitchen, witnessing Finish Ultimate Plus tackle notoriously difficult cleaning challenges.
The partnership grants Finish the exclusive right to display the “As Recommended by Good Food” badge across all communication channels, packaging, and in-store displays.
The campaign elements include:
- Behind-the-Scenes Videos: These videos witness the aftermath of Good Food’s recipe creations for the first time and demonstrate how Finish Ultimate Plus effortlessly tackles some mouthwatering dishes, including lentil & sweet potato curry, Persian lamb with a pomegranate salad and sticky toffee chocolate pudding.
- Good Food Product Test: The legendary Good Food kitchen team have put Finish Ultimate Plus through its paces, testing its ability to remove common food stains and residues. The test includes baked-on dishes, saucy plates and wine glasses.
- Compelling Advertorials: Detailed advertorials will go deeper into Finish Ultimate Plus’s cleaning capabilities, offering insightful discussions about the product’s strengths tailored to Good Food’s print and online audiences, plus a series of bespoke delicious recipes that will put Finish products to the test.
The campaign will be promoted across the Good Food network and Immediate’s leading parenting brand, MadeForMums, with a total potential reach of 13.3m adults. The partnership was developed by Publicis and Immediate’s award-winning content studio, Imagine, who oversaw the creative strategy, development and execution of the partnership, including video content and imagery.
According to Jo Harmer, Senior Partnerships Manager at Immediate: “We are delighted to partner with Finish and offer our first-ever product endorsement. Finish’s commitment to exceptional cleaning aligns perfectly with Good Food’s mission to inspire and empower home cooks. Immediate has unparalleled reach amongst the target audience of 25-44 year old food fans. This partnership positions Finish as the first brand to ever receive Good Food’s esteemed endorsement.”
According to Elise Cockley, Marketing Director at Reckitt, manufacturer of Finish: “As the #1 brand in the dishwashing category*, we are pleased to join forces with one of the UK’s most trusted and respected food brands, Good Food. This endorsement is a powerful statement for Finish and our unrivalled ability to take the pain out of the cooking clear up. This campaign highlights that we are the go-to cleaning solution for passionate home cooks everywhere.”
