The programme content represented an ideal context to demonstrate Fairy's core functional benefit, 'Tough on Grease'. Featured housewives gave real-life testimonials about Fairy's grease-cutting superiority. In terms of innovative execution, Fairy was the only dishwashing brand that defied communications conventions by straying from dependence on thirty second commercials and instead created a more consumer relevant passion-related contact. No previously existing medium allowed for such clear demonstration of superior attributes.

Fairy achieved record high advertising awareness levels, increasing from 66% to 76%. The brand achieved substantial return-on-objective both in emotional consumer connection (I Love Fairy's advertising rating increased from 33% to 45%) and perception of functional attributes ('Grease Removing' attribute increased from 83% to 85%).