Good Housekeeping UK has launched an above-the-line (ATL) campaign promoting the brand’s multi-platform Christmas proposition, including print, membership and live events. Titled ‘Good Housekeeping Makes Christmas’, it includes the first ever TV campaign in GH UK’s 103-year history, and plays on the central role and influence that the brand has during the festive season, with research* revealing 75% women agree that “reading Good Housekeeping has become a Christmas tradition in itself.”
The December issue will feature in 20-second adverts on ITV, supported by audio, digital display and premium Out of Home activity to drive sales and subscriptions to the GH membership. Further marketing activations include posters across the London Underground for the GH UK’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!”
The new Christmas campaign comes during an exceptionally strong year for Good Housekeeping UK. 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.
To download assets from Good Housekeeping’s ATL campaign, see here.
* The 2024 Good Housekeeping Christmas survey was completed by 1,284 respondents in the UK
