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Dolmio back on This Morning
Italian sauce brand renews TV sponsorship
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| Dolmio: TV sponsorship |
Italian wet cooking sauce brand, Dolmio, is renewing its sponsorship of ITVs daytime show, This Morning, in a £10m-plus investment.
The sponsorship package, which will see the brand support the programme until next summer, includes over 200 shows, each carrying 11, 10 second bumpers plus opening and closing credits each totalling 15 seconds.
According to Dolmio, the 10-month sponsorship will deliver 455 minutes of prime airtime.
The sponsorship will launch with the most popular idents from last seasons campaign, supporting hero products: Original Bolognese, Dolmio Chunky, Pasta Bakes & Lasagne with new idents being introduced in early December featuring the Dolmio puppets family. Each execution will carry the line "This Morning sponsored by Dolmio" and the partnership will be extended through interactive, on-line and pos - with the entire sponsorship being amplified by PR activity.
This Morning is Britain's number one, live, daytime show. Presented by Fern Britton and Phillip Schofield, the last series averaged 1.1m viewers each day.
Suzanne McFarlin, spokesperson for Masterfoods, said: "The programme's loyal audience has certainly welcomed Papa into their homes over the last nine months, so much so that he seems to have become part of the furniture.
"As a brand leader, we are thrilled to have chosen such a winning partnership for our first-ever TV sponsorship and are already ambitious for the next. Combining our repeat customer base with the shows devoted viewers seems to be a winning combination. For us, the sponsorship is all about reassuring busy mums that delivering a balanced, nutritious family dinner needn't be gruelling or time consuming when Dolmio is in the kitchen."
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