Cartoon Network Signs Kraft As Multi-Media Sponsor

The Cartoon Network has signed a seven figure, multi-media sponsorship deal with Kraft Foods that will allow viewers to influence what TV programmes will be broadcast on the channel.

The deal, which centres around the DairyLea Lunchables brand, begins as an on-pack promotion featuring a range of collectable cartoon characters. It will be extended online in mid-March and will be supported by an extensive TV ad campaign on major terrestrial and satellite channels throughout April.

The promotion will encourage children to visit the Cartoon Network website, which will also feature a range of branded games and competitions, to vote for the programmes they want to appear on the channel.

The sponsorship begins with DairyLea Lunchables supporting the Stack-A-Toon weekend on the Cartoon Network over the Easter weekend in April.

Commenting on the deal, Turner Broadcasting’s account manager, Roger Mumford, said: “This sponsorship is a great example of taking a fun and interactive on-air property and combining it with Kraft’s needs to produce a fully integrated promotional proposition that works in-store, on-pack, on-air and on-line.”

Kraft Foods’ trade relations manager, Easton Millar, added: “Kids are getting more involved in the internet and interactive television. This promotion gives them the chance to have a say in what they watch on TV, and allows them to interact with their favourite cartoon characters.”

Earlier this month Granada secured a ground breaking £3.5 million deal with HomePride to sponsor a range of high-profile programmes on ITV1 (see Granada Secures Innovative £3.5m Deal With HomePride).

Cartoon Network: www.cartoonnetwork.com

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