A brand partnership agreement has been made between Cadbury and ITV will see the commercial broadcaster’s new game show Minute to Win It sponsored by the chocolate brand’s Spots V Stripes campaign.
The Sports V Stripes campaign was launched last year with the aim of attracting people across the UK to play games ahead of the Olympic Games in London next year.
Minute to Win It was launched by NBC in the US last year, allowing competitios to take up to 10 challenges involving everyday items to win money.
The show will be produced for ITV2 by Shine TV and NBCUniversal International with the partnership between ITV and Cadbury set to explore new ways of working together through the next phase of the Spots V Stripes campaign.
This will include dual branding on campaign the campaign’s digital activity and at events, as well as on the programme’s dedicated website, and a range of marketing activity across ITV platforms.
PHD / Drum worked with Cadbury, ITV and Shine to co-ordinate the partnership.
Norman Brodie, general manager of Cadbury’s London 2012 programme, said: “Cadbury Spots v Stripes has re-energised the nation’s playtime and this partnership with ITV is the latest chapter in the bold, ambitious campaign. ‘Minute to Win It’ is a great show which includes simple games everyone can take part in and will be the springboard to developing our partnership to new heights.”
Fru Hazlitt, managing director, ITV Commercial and Online said: “We are delighted to team up with Cadbury for this new partnership built around a great programme format commissioned by ITV2. We have pledged to explore new ways of working with our clients and this is a great example of us enabling a key client to use all of the marketing power of ITV’s platforms.”
The series will begin to run on ITV2 this Autumn.