The 12-month partnership marks Good Food’s first-ever product endorsement, showcasing Finish’s detergent and its ability to tackle the post-culinary clean-up struggles of 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’ cleaning power, and earn Good Food’s coveted seal of approval.

Viewers are invited 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 show the aftermath of Good Food’s recipe creations for the first time and demonstrate how Finish Ultimate Plus effortlessly tackles leftover residue – including lentil and sweet potato curry, Persian lamb with a pomegranate salad, and sticky toffee chocolate pudding.  
  
  
• Good Food product test
  The Good Food kitchen team has 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’ cleaning capabilities, offering insightful discussions about the product’s strengths, tailored to Good Food’s print and online audiences – plus a series of bespoke recipes that will put Finish products to the test. 

The campaign will be promoted across the Good Food network and Immediate’s 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. 

Jo Harmer, Senior Partnerships Manager, Immediate said: “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 to 44-year-old food fans. This partnership positions Finish as the first brand to ever receive Good Food’s esteemed endorsement.” 

Elise Cockley, Marketing Director at Reckitt, manufacturer of Finish added: “As the number one 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.” 

* Finish brand is #1 global value sales in Automatic Dish Washing category (source: NielsenIQ RMS data).