Sainsbury’s To Sponsor ITV1’s Drama Premieres

Supermarket retailer, Sainsbury’s, will be sponsoring ITV1’s Drama Premieres programming strand for the next twelve months, representing a major new approach to the high street giant’s advertising strategy.

The deal follows research showing that ITV1 Drama Premieres are key to hitting Sainsbury’s target audience, and with viewing figures of up to 23.4 million a week. The opportunity gives Sainsbury’s a strong presence amongst its key customers to convey its brand messages.

The ITV1 showcase covers all first run and returning dramas, with spot advertising running alongside the sponsorship activity.

Jamie Oliver will provide the voice over for the 30-second creative, the first of which features a couple rushing to prepare a TV dinner in time for the start of the programme. Jamie has exclusively prepared the recipes that feature in the ads, which will be available as recipe cards in-store and online for customers to take home and try.

Commenting on the deal, Helen Buck, Sainsbury’s director of brand communications, said: “For the first time this moves Sainsbury’s out of the ad break and into the space that viewers are tuning in for.”

She continued: “Associating ourselves with a mainstream channel and the very best of TV gives us access to the right people in the right place. The high quality of these dramas are very much in line with Sainsbury’s quality message.”

Andy Thompson, controller of sponsorship and branded content at ITV Sales, added: “It’s great news that Sainsbury’s have made this major commitment to ITV and particularly using one of the highest profile broadcast sponsorships as an initiative to drive their new strategy forward. It’s also another example of ITV being very advertiser focused and developing long-term partnerships with major brands.”

ITV Sales announced yesterday that EDF Energy will be sponsoring the 151st Annual Oxford and Cambridge Boat Race on Easter Sunday, aired for the first time on ITV (see EDF Energy To Sponsor Boat Race On ITV).

The deal with EFD Energy includes sponsorship of two programmes, a one-hour factual documentary on Saturday 26 March and coverage of the live boat race the following day.

ITV: 020 7843 8000 www.itv.com

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