Fairy ad for Make-A-Wish

12 (12) Fairy

Sales: £307.7m +1.7%

What’s not to like about Sean Bean on a Chopper bicycle fleeing a rampaging tyrannosaurus rex?

P&G says the ad, marking the 10th year of a partnership with the Make-A-Wish Foundation, helped deliver 12 consecutive months of growth for Fairy Liquid. It wants to sustain growth in 2014 with Fairyconomy TV ads.

What really helped Fairy clean up, however, was its August launch into detergents and the addition of a softening agent to its fabric conditioner.

See the complete list of Britain’s 100 Biggest Grocery Brands.