GH UK’s £1m above-the-line investment launches after successful multi-channel performance for the brand in 2025.

Hearst UK has announced that Good Housekeeping UK will launch an above-the-line campaign promoting the brand’s multi-platform Christmas proposition, including print, membership and live events. It includes the first ever TV campaign in Good Housekeeping UK’s 103-year history.

The campaign theme is ‘Good Housekeeping Makes Christmas’. In a survey conducted by the brand*, 75% of women agreed that “reading Good Housekeeping has become a Christmas tradition in itself.”

Good Housekeeping UK’s December issue will feature in 20-second adverts on ITV, which will air from 23 October. Further activity, including audio, digital display and premium Out of Home across the Global network, will support impulse purchase of the Christmas issue and gifting of GH membership. Posters will run on London Underground for the brand’s flagship live event, GH Live with Country Living Christmas Market, which takes place in London between 12-15 November.

Liz Moseley, Good Housekeeping/Good Housekeeping Institute MD, said: “It’s such a thrill to work on a magazine brand that is thriving – and investment of this scale underlines our confidence in Good Housekeeping’s intergenerational positioning which is resonating with customers and advertisers alike. This year we have more than doubled our digital audience, the GHI is having its biggest ever year by a country mile, and our print innovations – in the main edition and the GH Collection specials – are delivering growth in newsstand value too. This campaign will build on that success – the whole country will be having a very Good Housekeeping Christmas in 2025!”

David Robinson, Chief Customer Officer at Hearst UK, said: “This campaign marks a major milestone for the Good Housekeeping brand and Hearst UK. A Good Housekeeping TV advertising debut, after 100 years, alongside a multi-channel marketing investment for a brand in rude health. Our strategy of reaching and engaging with audiences, customers and members where they are, giving access to our content and brands on their terms, is driving unprecedented growth. None more so than on Good Housekeeping who this year, will make Christmas.”

The brand announced +52% growth in total audience brand reach as measured by PAMCo earlier this month. Its most recent ABC results saw +2% year-on-year headline growth, +3% year-on-year rise in paid subscriptions, and +53% uplift in paid digital subscriptions.

The GH Christmas campaign has been produced by Jelly with creative direction by Sarah Levitt, and Melissa Robertson as brand account lead.

*The 2024 Good Housekeeping Christmas survey was completed by 1,284 respondents in the UK.