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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 Friends Comedy Central

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