McVitie's Cake Company to sponsor UKTV comedy channel Gold
McVitie's Cake Company (MCC) has been named as the new sponsor of comedy TV channel Gold.
The sponsorship campaign covers well-known shows such as Absolutely Fabulous, Miranda and Mrs Brown's Boys and will run from July until 8 December 2013.
"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," said MCC marketing controller Dave Fowler.
A TV creative of 15 idents based around a character and his life ambition to get his hands on McVitie's Cakes will be shown before and after shows and during ad breaks.
Each of the idents feature a different product as the hero of the situation as the central character faces a number of comedic challenges as he strives to get close to cakes such as McVitie's Jaffa Cake Bars and Jamaica Ginger Cake to name a few.
Additional three second MCC logo trails will also feature across all other UKTV channels, including Dave, Good Food and really.