Kellogg’s Crunchy Nut announced as The Million Pound Drop sponsor
Kellogg’s Crunchy Nut has been announced at the sponsor of The Million Pound Drop, which is set to run from tonight for six weeks.
The show, which will run on Friday and Saturday nights, will see the cereal brand promoted through a series of 10” and 15” idents – produced by creative agency Recipe – which will be aired during the opening and closing credits of the show.
The idents will see characters Dom and Dan behind the scenes at The Million Pound Drop, attempting to steal the show’s prize money but getting distracted by Crunchy Nut.
Jenny Powell, marketing manager at Kellogg’s said: “For the first time ever, Crunchy Nut is sponsoring a game show, and we are hugely excited about this. It’s a great opportunity for us to reinforce the irresistibility of Crunchy Nut and allows us to showcase our range of products at a time where viewers are highly emotionally engaged in the drama and tension of the show.”
As well as the idents, the sponsorship, which was negotiated by Carat, will see the Kellogg’s Crunchy Nut logo and ownership of all digital ad spots on The Million Pound Drop’s microsite and users directed to the brand’s Facebook page.
Maria Donaldson, associate director at Carat, said: “This partnership represents an exciting opportunity for Crunchy Nut to build a deeper, richer relationship with consumers. The Million Pound Drop embodies high-energy, challenging, spontaneous and fun moments; values that represent the personality of Crunchy Nut – it was a perfect match.”
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