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ITV Kellogg's

Kellogg’s and ITV bring All-Bran 5-Day Challenge to Loose Women viewers

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By Natalie Mortimer, N/A

May 12, 2014 | 2 min read

Kellogg’s has struck a deal with ITV which will see it take over the first ad break in each episode of Loose Women as part of a campaign to promote the brand’s All-Bran 5-Day Challenge.

The two-week campaign, which kicked off today, includes a series of TV spots, which are positioned as an extension of the daytime ITV show, and are presented by Loose Women host Andrea McLean in the same ‘chat-show’-style format.

As part of the deal one of ITV's latest interactive, video-on-demand ad formats will be used, with Andrea McLean directing users to click buttons that lead them to past episodes of the show, as well as additional behind-the-scenes content.

Video diary snippets of people undertaking the 5-Day Challenge will be housed on the ITV website.

Pooja Sahgal, marketing manager at Kellogg’s, said: “This partnership with ITV will help Kellogg’s strengthen its relationship with the female audience. Andrea McLean’s role is vital. Her very familiar and humorous style will bring the brand closer to Loose Women viewers, whilst informing them of the real benefits of the All-Bran 5-Day Challenge.”

The work is part of a wider multichannel campaign which includes digital ads on ITV.com, social media activity, a microsite showcasing the entire All-Bran product range, competitions and recipes.

The partnership with ITV was conceived and is being managed by Carat. The ads were created by ITN.

ITV Kellogg's

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