McVitie's Cakes is set to sponsor comedy programming on Gold, following a deal negotiated with MEC Access.
Targeted at those aged 45 and above, the six-month integrated partnership will see McVitie's sponsorship agreement extend across broadcast, social media, and in-store activity.
Kristina McGuirk, account director at MEC, said: “McVitie’s is a British institution and has become an integral part of people’s childhood experience. This makes it the perfect fit for Gold’s comedy programming, which invokes a real sense of nostalgia in all that it does. This activity will see the brand’s target consumers engage with the McVitie's Cake brand across multiple touchpoints in line with the company’s overall strategy.”
The TV sponsorship activity kicks off on 1 July and will be supported with a series of social media executions.
David Fowler, Marketing Controller, McVitie's Cake Company said: “Our partnership with Gold and UKTV is a natural fit, allowing us to create a sustained campaign showcasing the variety of products McVitie’s Cake Company has on offer. The campaign will also allow us to specifically reach out to our target audience of cake lovers with Gold viewers 21 per cent more likely than average to snack two-three times a week.”
The sponsorship will aim to increase in-store footfall to the cake aisles and establish McVitie’s Cakes as the brand of choice.