Five Secures Cadbury For Film Sponsorship Deal

Channel Five has secured Cadbury Fingers as the sponsor its new family movie strand, in deal thought to be worth £1.7 million over the next 12 months.

The deal comprises promotional spots around all films scheduled on Saturday and Sunday afternoons, with titles including The Addams Family, Flubber and the movie premiere of animated children’s favourite, Pokemon.

Five will also launch a branded bespoke family movie website, which will include puzzles and interactive games. It will also run a number of competitions during the autumn season, offering prizes, which include family holidays and home entertainment systems.

Cathy McGinnis, Burtons Foods group brand manager, said: “Cadbury Fingers is going from strength to strength, with its highest ever brand shares over the past year. Our launch into TV film sponsorship supports the brand’s ongoing repositioning from special occasion usage to making everyday family moments special.”

The campaign, which begins on 6 September, was secured by Five’s head of sponsorship, Jonathan Lewis and Matthew Platts, deputy broadcast director at Vizeum. The creative has been developed by advertising agency Saatchi & Saatchi and will feature the strapline: “It’s a finger thing”.

Channel Five recently unveiled its autumn programming schedule, which features a new fly-on-the-wall series following the life of former boxer Chris Eubank (see Five Banks On Reality For Autumn Schedule).

Channel Five: 020 7550 5555 www.five.tv

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