Granada Secures PG Tips To Back Creature Comforts Series
Granada Enterprises has secured Unilever’s PG Tips brand as the exclusive sponsor of a new animated ITV series called Creature Comforts.
The new series is based on Nick Park’s Heat Electric ads from the early nineties, which featured a range of animated animal characters with the unscripted voices of the general public.
PG Tips will use the sponsorship to promote its Freeflow Pyramid Bags and programmes credits will feature the animated T Birds characters from the brand’s current TV advertising campaign. The creative execution has also been produced by Nick Park’s Aardman Animations in an attempt to create an almost seamless synergy with the programme.
The deal was negotiated by Steward Hunt and Tanya Krempel at Granada Enterprises and Debbie Frett at MGA Broadcasting, who said: “PG Tips and Aardmans already have an excellent business partnership, so the opportunity to sponsor Creature Comforts and enhance this association makes perfect sense to the trade and consumer alike.”
It is understood that the first episode of Creature Comforts will air at 8pm on 1 October in the slot immediately after Coronation Street and preceding a screening of Doctor Dolittle. It will then be shown at 7.30pm on Sundays for the next 12 weeks.
Earlier this month Granada Enterprises signed GlaxoSmithKlein’s Ribena brand as the sponsor of ITV’s Saturday morning chart show, CD:UK, for three months from September. The deal forms part of Ribena’s campaign to promote its news sport cap bottle range and includes full broadcast sponsorship of the programme on ITV1 and ITV2 until December (see Granada Brings Ribena To CD:UK On Saturday Mornings).
Granada Enterprises: 020 7396 6000 www.granadaenterprises.com
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