Rowntree’s strikes sweet 7-figure Film4 sponsorship

Rowntree’s has signed on as the brand sponsor of the 9pm film on Film 4, every day of the week.

The Nestlé brand’s one year, seven-figure partnership, mediated by Channel 4's sales team, will launch on Monday (11 May) with the airing of George Clooney’s ‘The American’.

The deal was brokered by Channel 4 sales’ group partnerships manager, Lucy Hughes and Glenda Goveia, group partnerships director of Zenith.

Jo Bennett, Rowntree’s senior brand manager, said: "This exciting new partnership with Film4 will enable us to bring to life our unique and playful family of sweets, reminding our consumers just how special they are."

Glenda Goveia, group partnerships director of Newcast, added: "We have been searching for the right opportunity to re-establish the Rowntree's brand in households across the UK. The 9pm Film4 sponsorship provides an iconic platform for the UK's most iconic sweet brand to say hello again."

J.Walter Thompson has been tasked with the creation of the sponsorship idents which will showcase the family of Rowntree’s sweets.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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