Granada Brings Cheese To Prime Time ITV Drama

Granada Enterprises has secured a deal with cheese manufacturer, Bell UK, that will see its Leerdammer brand become the exclusive £1.5 million sponsor of a new ITV ‘Mystery Dramas’ package.

The deal comprises broadcast full sponsorship and off-air marketing of ITV’s brand new package, which includes the forthcoming series of Midsomer Murders, Taggart and a new episode of a Touch of Frost. It also covers repeats of a Touch of Frost and Inspector Morse.

The package was put together by Terry Gorst at OMD and Stewart Hunt at Granada Enterprises, who said: “We are delighted that Leerdammer have dedicated their marketing budget to this exciting new sponsorship deal. The package of mystery dramas will deliver a high frequency of their targeted audience.”

3sixtymedia Creative is producing the sponsorship credits for the ‘Unravel the mystery of Leerdammer’ campaign, which features a series of different images focussing on ‘mouth-watering’ cheese.

Last month Granada Enterprises announced that Standard Life is launching its first foray into television advertising and is to sponsor a variety of major dramas on ITV1 over the next year, including William and Mary, Fat Friends and a new series called Life Begins (see Granada Secures Standard Life For Drama Sponsorship).

The latest annual viewing figures from BARB show that ITV1 saw its share of overall viewing dip by 0.5% to 23.6% during 2003. BBC1 also declined over the last twelve months, but Channel 4 was the worst hit, with its audience share dipping below the the ten percent mark for the first time in over a decade (see Channel 4 Sees Audience Share Dip During 2003).

Granada Enterprises: 020 7396 6000 www.granadaenterprises.com

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