Home care brand Home Instead UK has become the sponsor of popular and much-loved ITV show, Love Your Weekend With Alan Titchmarsh, kicking off 2026 with an exciting year-long TV campaign.
The TV show explores entertainment and lifestyle topics – from living well at home to pursuing activities outdoors.
Home Instead has created a series of idents (short films) which appear at both the beginning and end of each advertising break, illustrating how it can support ageing adults during the course of the year.
Investing in a high-profile media campaign, Home Instead is delighted to introduce care to a wider audience and boost awareness of receiving care in your own home.
Each ident represents one of the many ways Home Instead’s Care Professionals support clients, from medication reminders, to personal care; not to mention the fun times and laughter they share. John and Ben are the characters that bring these stories to life, accurately portraying the bond that Care Professionals and clients form. As the campaign enters the Spring, two new characters will be introduced, showing different examples of these client and Care Professional relationships and sweet moments between them.
Martin Jones MBE, CEO of Home Instead UK & International, says: “It’s a big year for us as we hit TV screens once again. Love Your Weekend is a fabulous programme which celebrates what we enjoy doing in our spare time. Our care is person-centred and enables clients to do the leisurely things they love, so the show is a perfect fit for us.
“It’s important that people understand the care options available to them, and particularly the fact that they or their older loved ones can continue living at home. Our short films capture the happiness and comfort our clients feel, rooted in the independence they enjoy by staying in their own homes.”
Caroline Woodall, Home Instead Head of Marketing, said: “It’s Home Instead’s seventh major TV campaign, and the first under the new company branding which we launched earlier in the year. Home Instead first aligned with ITV’s ‘Love Your’ series with sponsorship of Love Your Garden in 2021 and 2022 and following a successful sponsorship of ITV3’s Late Evenings in 2020.
“We are very proud that, through the power of TV, our investments are making a difference and raising awareness of high quality home care in the UK.”
The new series will be airing until the summer, with further episodes planned to return in the Autumn.
Home Instead becomes proud sponsor of ITV’s Love Your Weekend With Alan Titchmarsh