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By Stephen Lepitak | -

April 10, 2012 | 1 min read

A series of idents have been created to promote microwave deli food brand Zugo’s, which is sponsoring repeats of Friends.

Developed by BJL, the idents will run on Comedy Central around episodes of hit US sitcom Friends after a deal was announced by parent company Kepak Convenience Foods, which also makes Rustlers, this week.

Of the campaign, Pete Bastiman, creative director of BJL, explained: “We decided to take a comedic approach to fit with the channel and truly engage the audience, so the human microwave was born. Set in an office kitchen, not only do we see office life unfold in front of our microwave, we also hero the various deli products throughout.”

The sponsorship deal will run for five months.

Rustler Comedy Central Friends

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BJL is an integrated agency, creatively focused and commercially aware. We work with brands – often challenger brands and nearly always brands in transition – to help them stand out and be successful in today’s world. We believe many voices talking as one are incredibly powerful; Your social media amplifies your PR which builds on your advertising, which heightens the relevance of your CRM and provides a base for your content creation, and so on. So we work in a way today’s consumers live. Connected. BJL is a mix of strategists, planners, creatives, digital and social specialists, PR and brand teams. Our role is most often as lead agency, developing and delivering integrated campaigns. We do this with a team of 85 split across 2 offices: Manchester (Spinningfields) and London (Shoreditch). Part of Dentsu

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