ITV Puts Felix In The Frame

Granada Enterprises has secured Felix cat food as the sponsor of ITV1’s You’ve been Framed in a deal worth £1m.

The deal, which includes broadcast sponsorship of the weekend video clips show alongside an integrated online sponsorship, is intended to drive brand status and reinforce the “mischievous” positioning of Felix.

Terry Gorst, who negotiated the deal on behalf of OMD Affinity, said: “The whole premise behind the sponsorship was to ensure a communication and reinforcement of the fun loving personality of Felix as both a character and a brand. Given the transmission and content of the show, You’ve Been Framed provided the perfect vehicle.”

BMP DDB has produced the sponsorship credits and break bumpers for the show, which will feature a 15 second clip at the beginning of the programme, a 10 second clip at the end and a series of 5 second break bumpers.

Last month ITV secured foreign exchange company Travelex as the £3m sponsor of its World Cup coverage in a deal that put an end to rumours that the network was having trouble attracting advertisers (see ITV Secures £3m World Cup Sponsor).

ITV: 020 7843 8000 www.itv.co.uk

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