Case study

Gaining cut through as cleaning becomes trendy

The brief

As cleaning became increasingly fashionable in 2019 thanks to Mrs Hinch and the growth of other influencers and some celebrity cleaners, MCG was tasked with maximising the increased opportunities for media coverage and gaining cut through for Vileda and Marigold as more and more brands jumped on the cleaning band wagon. As premium brands, Vileda and Marigold were also keen to showcase the superiority of their products.

The delivery

After an in-depth analysis of media covering cleaning, including face-to-face meetings with journalists, MCG took a multi-faceted approach to raise Vileda and Marigold above all the other cleaning noise. This included sending individually tailored samples to journalists taking account of their specific cleaning requirements given their living space, cleaning tips, testing opportunities, reader competitions and more in-depth cleaning guides at key times such as Spring and Christmas as well as advertorials.

The results


Across the year, our approach achieved an audience reach of more than 294 million in traditional media alone


Coverage in national newspapers including The Sun and The Times, key lifestyle magazines such as Good Housekeeping and Ideal Home and key trade media including The Grocer as well as Mail Online.


MCG worked with Vileda and Marigold to help achieve a Good Housekeeping Institute stamp of approval on a number of products.

  • 294m
    Opportunities to see of PR coverage