Dolmio and ITV Commercial announce partnership for Saturday nights
ITV Commercial has announced a deal with Dolmio, which will see the food brand be promoted during Saturday night’s with the aim of promoting family togetherness.
The partnership, negotiated by ITV Commercial and ZenithOptimedia and planned by Mediacom on behalf of Mars. Incorporated., will encompass a series of humorous ads starring the Dolmio family of puppets.
Gary Knight, commercial content director at ITV, said: “Dolmio are a perfect fit for this unique partnership with ITV as both brands epitomize the core family values that underpins our viewing audience. The innovative activity is a great example of how ITV can work closely with advertisers to reach specific audiences and we are hugely delighted to accompany Dolmio in what promises to be a highly dynamic campaign.”
Set to start on 28 December, the partnership will continue to air within prime time family shows on Saturday nights across 2014, with the strapline “Dolmio bringing families together on Saturday night with ITV”.
Ruth Snowdon Gough, Italian portfolio director at Dolmio, said: “Dolmio really is the spark that brings people together. Our family favourite Italian inspired meals help get conversations going and laughter flowing around the table. Working with Saturday nights on ITV will allow us to create more of these moments for families everywhere in 2014.”
As part of the partnership, Dolmio will also run a competition in collaboration with ITV, which will run on pack and in digital.
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