The deal, brokered by Plenty’s media agency Carat Sponsorship, is being supported by an above and below-the-line marketing campaign, with a spend of just under £1m.
TV idents have been created by Publicis to promote the sponsorship, featuring the characters of Brenda and Audrey who already appear in Plenty’s advertising.
The idents will first air on More 4 from the 13 July during repeats of the show. Activity will then continue during the brand new series on Channel 4 in August.
The sponsorship deal also includes bespoke online content at channel4.com featuring cleaning tips endorsed by the programme’s presenters Kim Woodburn and Aggie Mackenzie.
Additionally, national PR campaign will be rolled out by Haygarth and will be based around celebrity endorsements from Woodburn and MacKenzie.
The pair will take part in a series of media interviews and digital activity aimed at building awareness for Plenty. A national newspaper discount coupon offer is also being devised by Chemistry Communications.
The sponsorship is part of a continued £8m investment in Plenty since its name-change from Bounty in February this year.
Meanwhile, the last sponsor for How Clean Is Your House? was in 2007, and was Kleeneze, a catalogue which features cleaning products.