Granada Partners Coca Cola With Saturday Night Takeaway
Granada has secured Coca Cola as the sponsor of the second series of Ant & Dec’s Saturday Night Takeaway, which begins on ITV1 this weekend.
The deal, believed to be worth around £500,000, includes broadcast sponsorship of the prime-time show, as well as branding on the www.itv.com/takeaway website and a licensing agreement.
Coca Cola has designed a series of break bumpers for the show, inviting viewers to sample its recently launched 1.25 litre ‘Share Size’ pack. The ads feature two security guards, Goran and Ivan, who are left to look after an empty office for the weekend. They order pizza and Coke and invent tricks and games using them as props to alleviate their boredom.
The break bumpers have been designed to compliment the style and tone of the show, which along with spoofs, stunts and studio games, offers viewers the chance to win the contents of the commercial breaks.
Commenting on the deal, Charlotte Oades, marketing director, Coca Cola Great Britain, said: “The opportunity to partner with such a popular and funny family entertainment show gives us the chance to be part of a Saturday night ritual for many different types of households.”
Katherine Bettel, sponsorship executive at Granada Enterprises, added: “This is the second programme after The Premiership on the ITV network that Coke sponsors and we hope to continue building on the partnership we have formed.”
The deal was negotiated by Katherine Bettel at Granada Enterprises and Dahlia Epstein at BBJ.
Granada recently secured learndirect as the £250,000 sponsor of ITV1 daytime chatshow, Trisha. The sponsorship runs for nine weeks and includes on-air credits on ITV1 and ITV2, as well as all repeats of Trisha on the main terrestrial channel (see Carlton And Granada Line Up New Sponsorship Deals).
Granada: 020 7396 6000. www.granadaenterprises.com
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