GE Appliances Canada officially has the “Holmes Approved” stamp of approval from Canadian renovation guru Mike Holmes.

The appliance company has signed a new partnership with The Holmes Group, the entertainment company that represents Holmes and the various TV properties to which he lends his name (including Holmes and Holmes, Holmes Inspection and Holmes Makes it Right). GE will be featured prominently on the upcoming season of Holmes and Holmes.

The superstar contractor, as well as his children Mike Jr. and Sherry Holmes, will work together as spokespeople and ambassadors for the brand throughout 2018.

GE’s products will also be featured in digital content, social media and PR activities with the Holmes bunch, as well as in-store and on point-of-purchase displays (including the aforementioned “Holmes Approved” seal of approval).

The partnership extends to GE’s full suite of kitchen and laundry products. The first joint campaign will take place April 15, known as “National Laundry Day.” In the lead-up to the day, a new campaign will include original video content and a national media tour with Sherry Holmes, all amplified on social media.

Social and digital strategy for the campaign will be led by No Fixed Address while PR is overseen by Craft Public Relations.