The Drum Awards Festival - Official Deadline

-d -h -min -sec


Paterson's shortbread agrees Scottish sponsorship deal with STV for Loose Women


By Gillian West, Social media manager

March 11, 2013 | 2 min read

Shortbread brand Paterson’s has been announced as the new sponsor of lunchtime show Loose Women north of the border through a deal with STV.

The sponsorship package is seen as new and engaging way for Paterson’s to complement its ‘everyday treat’ message highlighting that shortbread shouldn’t just be for Christmas.

“We’re well placed to champion Loose Women when many busy women up and down the country take time out to enjoy lunch, a cup of tea and a snack. The show’s lunchtime audience exactly fits with our consumer. We have been working closely with our customers to encourage shoppers to enjoy our brand as both a seasonal treat or anytime throughout the year,” commented Allan Miller, sales and marketing director of Paterson Arran Ltd.

The sponsorship creative feature a busy mum harassed by everyday domestic disasters taking time out to relax with her everyday treats, some shortbread and a cup of tea in front of her favourite lunchtime show. The bumpers will feature in breaks throughout the show until December 2013.

Miller added: “This is the first time that we’ve explored a TV sponsorship package and we couldn’t have found a better partner - it’s perfect for our brand.”


More from STV

View all


Industry insights

View all
Add your own content +