Pedigree has been announced as the sponsor of new ITV show Paul O’Grady: For The Love of Dogs, which is set to air from 9 May.
The deal was negotiated by ITV Commercial and Newcast, ZenithOptimedia’s brand partnership division, on behalf of Pedigree and will include broadcast, online, mobile and licensing elements.
Simon Daglish, group commercial sales director at ITV, said: “We are very excited for the return of the award-winning series Paul O’Grady’s: For The Love of Dogs, which has proved to be a hit with viewers. We are delighted to welcome Pedigree as the sponsor of the series as we believe it is an ideal platform for the brand to engage with its target audience, and look forward to activating the partnership to bring the show to viewers in new and exciting ways.”
Gemma Howells, Pedigree senior brand manager, added: “At Pedigree everything we do is for the love of dogs, so we are extremely excited to be partnering with ITV for this latest series and engaging with an audience that shares this passion. We strongly believe that the right nutrition is a key step to a brighter future for rescue dogs.”
The idents will be produced by AMV BBDO with Pulse Films.