Pedigree Group To Sponsor ITV Peak Time Pets Series

Pet food manufacturer, Pedigree Masterfoods, has signed a deal with ITV to sponsor its new peak time series Mad About Pets. The first 5 shows will feature credits for Whiskas, and the following shows in the series will carry credits to Pal. The series will start on 2 July, and the deal was negotiated by Zenith.

Laurence Haselhurst, international marketing manager at Pedigree Masterfoods, commented: “We have been active in sponsoring product related programmes ever since Pets and People, over ten years ago, which was one of the first ever broadcast sponsorships. Our research tells us that association with this type of programme works well for our brands. We are delighted to see that this form of communication has developed and that so much creativity is being applied to brand creditation.”

ITV: 0171 843 8000