ITV Secures Heinz Salad Cream As Emmerdale Sponsor
ITV has secured Heinz Salad Cream and Tomato Ketchup as the sponsor of its high-rating soap Emmerdale for the second year running, following success last year when it reported record sales during the sponsorship period.
The deal follows on from last year’s six-month promotion, which saw the FMCG manufacturer pay around £6 million to target ITV1 viewers as they sat down to eat their evening meal in front of the television (see Granada Brings Heinz Salad Cream To Emmerdale).
Emmerdale is one of ITV’s biggest audience draws, consistently pulling in over 10 million viewers and rarely dropping below the 8 million mark. The highest rating episode so far this year, broadcast on 2 January, managed to attract 11.76 million, while the show’s record is an audience of 13.25 million on 22 March 2000.
The sponsorship deal will see the sauce giant on television screens six nights a week during some of ITV’s prime-time advertising breaks. The campaign’s sponsorship credits and break bumpers will be produced by Leo Burnett.
Commenting on the deal, Clodagh Ward, head of sauces for Heinz UK and Ireland, said: “We are very excited about renewing our sponsorship. The timing of Emmerdale is perfect, as it provides the ideal opportunity to communicate with our consumers as they sit down to their evening meal. This deal is the ideal marriage between two long-running and well loved household names.”
Earlier this month Heinz and Sony were revealed as the UK’s most remembered brands ahead of some of the best known international names, which failed to get mentioned in the latest Brand Check Survey (see Heinz And Sony Are Most Remembered UK Brands).
Earlier this year Granada Enterprises secured personal loan company Dial 4 A Loan as the integrated online sponsor of www.itv.com/soaps, which contains the latest news and updates on all aspects of ITV’s soaps and dramas (see Granada Secures Sponsor For Online Soap Site).
ITV: 020 7843 8000 www.itv.com
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