Discovery Finds Heinz As Backer For Baby Shows
New mothers tuning in to Discovery Health’s Baby Talk programming strand will be targeted by food manufacturer Heinz later this month, when the FMCG giant sponsors the broadcaster’s childcare output with its established Farley’s brand.
The sponsorship includes on-air coverage, interactive applications and promotion through a one-off DVD created by Discovery as part of the deal. Heinz stands to benefit greatly from the 12-week promotion, as Baby Talk runs daily, delivering a targeted audience of young, upmarket females.
In addition to regular programming, the package includes a five-day Pregnancy Week special during September, with Heinz receiving broadcast and interactive branding throughout.
Discovery claims that the sponsorship represents a media first, with the deal including the creation of a DVD to be distributed to 320,000 new mums, along with Heinz’s own Tiny Tums magazine. The content of the DVD will be created by Discovery, in consultation with Heinz.
Explaining the benefits of the sponsorship package, Jon Wildman, vice president UK revenue for Discovery Networks Europe, said: “Discovery’s portfolio of lifestyle channels offer unique opportunities for advertisers to reach a highly targeted, receptive audience within a perfect programme environment while at the same time developing an association with a world leader and power brand in factual entertainment.”
He added: “Heinz’s sponsorship of Baby Talk demonstrates the synergy that exists between both brands and we are very pleased Heinz has recognised Discovery Health as the de facto channel to showcase its Farley’s baby milks range.”
The results of the Brand Check Survey, released earlier this year, revealed that Heinz, along with electronics giant Sony, was one of the UK’s most remembered brands. The food manufacturer won out over some of the best known international names, holding equal favour amongst the young and old, male and female, social grades and regions (see Heinz And Sony Are Most Remembered UK Brands).
Previous broadcast sponsorships by Heinz have produced enviable results. The company’s Salad Cream and Tomato Ketchup brands are currently in their second year of sponsorship with ITV’s high-rating soap, Emmerdale, following success last year when Heinz reported record sales during the sponsorship period (see ITV Secures Heinz Salad Cream As Emmerdale Sponsor).
Discovery: www.discovery.com
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