Immediate has announced a new multi-platform partnership with Crown Paints and Good Food. The campaign, which launches this week, is aimed at connecting the colours of travel and food with home spaces.

The ‘Colour Your Senses’ campaign showcases how Crown Paints can transform spaces in your home through a bespoke video series, content hub, and print executions. All content will connect the themes of food and travel with Crown colour choices.

Each video features a different member of the Good Food team focusing on different cuisine and colour pairings. Episode one sees Cassie Best, Head of Food, bringing the vibrancy of Seville to the newly-decorated Good Food kitchen, while future episodes, set in the dining and living rooms, will include Barney Desmazery, Skills and Shows Editor and Helena Busiakiewicz, Food Content Producer.

Featured shades from Crown Paints’ range will include: Crimson Fox® (Spain), Woodland Wanderer®, and Grape Escape® (France), alongside recipes such as burrata with roasted peppers, chocolate tart with red wine glaze, and crispy ravioli with creamy pesto dip.

The videos, created by Immediate’s Imagine Studio, are presented by writer, blogger, and content creator Claire Douglas.

Key campaign highlights:

• Bespoke YouTube Series: Three long-form videos hosted on Good Food’s YouTube channel.
  
  
• Digital Hub: A central content hub housing videos, alongside recipes, ingredient lists, and information on the paints featured.
  
  
• Print Sponsorship: The partnership includes a “Cook the Cover” magazine sponsorship, with the Crown Paints logo featured on the front cover of three different Good Food issues. It will also include brand mentions in the editor’s letter and colour integration with the cover recipe. Single-page display ads will run across Good Food, olive, and Easy Cook magazines.
  
  
• Amplified digital reach: The campaign will be amplified across high-impact digital formats and on the main social media platforms: Meta, TikTok, and YouTube.
  
  

The campaign was developed by Manchester-based advertising agency Notorious and Immediate’s award-winning content studio, Imagine, who led the creative strategy, production, and execution.

Jemma Holding, Senior Partnerships Manager from Immediate said: “This partnership with Crown Paints is a fantastic example of a non-core collaboration for Good Food, demonstrating our ability to help brands reach a passionate, engaged and relevant audience in innovative ways and in environments that are not cluttered with competitors. By connecting the aspirational themes of food and travel with home decor, we can provide our audience with inspiring and actionable ideas engaging their senses.”

Tracey McIlvenny, Head of Retail Marketing at Crown Paints said: “Our new partnership with Immediate is an exciting milestone for Crown Paints. Together, we’re showing how paint can transform the spaces where DIYers cook, entertain, and express their love for both food and home. The ‘Colour Your Senses and Your Home’ campaign is an innovative way to demonstrate that inspiration for home décor can come from anything you love – and travel is a perfect bridge between food and lifestyle, especially with Good Food, the country’s leading food media brand.”

The partnership is expected to reach 10 million people and deliver 4.3 million video views. The campaign will run until early 2026, with a cover execution planned for Good Food magazine.