Beans Means Heinz For Channel 5

Channel 5 has signed a deal with Heinz that will see the food brand sponsor the broadcaster’s afternoon family movies on Saturday and Sunday.

The year-long deal, which is thought to be worth £1m, is Heinz’s first major TV sponsorship and will see four separate Heinz brands – Heinz spaghetti, Heinz frozen pizzas, Heinz frozen deserts and Heinz easy-squirt sauces – rotate association throughout the sponsorship.

In addition to the on-air promotion, Channel 5 is hosting a Heinz microsite with games and information for children, while Heinz will drive the partnership off-air, with branded frozen pizza boxes promoting its association with Channel 5.

The deal was brokered between Paul Rowlinson, TV planning controller at Starcom Motive and Damon Letzer at Channel 5.

Channel 5’s deputy chief executive, Nick Milligan, said: “We’re delighted that Heinz will be sponsoring our weekend family films. There’s a great match between the brands Heinz will be promoting and the audiences these movies attract.”

Starcom’s Paul Rolwinson added: “Our objective is to position Heinz at the heart of family life and this sponsorship fits the bill perfectly. There are few appointments to view which appeal to the whole family, so the commitment Heinz has made is testament to the value we believe this association represents.”

Channel 5: 020 7550 5555 www.channel5.com

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