Tetley's Estate Selection range to sponsor ITV1's weekend breakfast show Saturday Farm

Saturday Farm airs for the first time tomorrow

Tetley’s new premium black tea brand Estate Selection has been named as the sponsor of ITV1’s new Saturday morning programme, Saturday Farm which debuts this weekend (20 April).

“We are really excited to announce Estate Selection's sponsorship of Saturday Farm. Daylesford Farm prides itself on the high quality organic products they produce, so this partnership is a perfect fit for our newest blend, Estate Selection, which is specially selected from small scale tea estates providing some of the finest teas from the foothills of Mount Kenya. We look forward to working with ITV over the coming months,” commented Michelle Colley, senior brand manager at Tetley.

The 21 week sponsorship deal, brokered by MediaVest with content produced by ITN, follows the brand’s launch in February of this year and will run every Saturday between 8.25am-9.25am until 7 September.

Of the deal, Anne Bailey, head of sponsorship at ITV Breakfast, said: “We are delighted to have Tetley Estate Selection as sponsors of Saturday Farm. The programme will ease viewers into their weekends with a glimpse of rural farm life in all its rich varieties and what better way to do it than with a quality cuppa.”

MediaVest account manager, Mandy Cross, added: “When ITV brought the Saturday Farm sponsorship to market, we knew this offered a great opportunity for Estate Selection. In addition to Saturday mornings being highly relevant as a peak shopping time, the sponsorship is a great fit due to premium black tea drinkers having a higher propensity to purchase organic and quality produce, which is the subject of Saturday Farm.”

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