Just Eat strikes sponsorship deal for ITV’s dating show Take Me Out
ITV Commercial and Fremantle Media UK have struck a sponsorship deal with online takeaway service Just Eat for the new series of dating show Take me Out.
The deal, which marks Just Eat’s first with the broadcaster, will see it sponsor eight episodes of the show on ITV with TV ad spots, created by Kream London, running at the start and end of all ad breaks around the show.
The companies worked with Havas Media to negotiate the deal, which includes sponsorship across broadcast TV, online and mobile platforms.
The TV ads follow a group of real people street-cast across the UK, enjoying their Saturday night takeaways. The campaign, called ‘Whatever You Fancy’, features real couples and families discussing their favourite takeaways and what they fancy in a partner on a Just Eat sofa.
The first 15-second TV spot will coincide with the new series, which kicks off on ITV on Saturday 4 January at 8.50pm.
The idents will be seeded via social media channels along with additional, exclusive content including outtakes and best bloopers.
Social media support will also include live reactionary commentary each Saturday night using the hashtag #whatIfancy. Viewers will be asked to reveal their own tongue-in-cheek ideal takeaways via social networks.
Meanwhile viewers can also request to have a caricature artist recreate their descriptions of a perfect partner, which will be used for some cheeky matchmaking on social media platforms.
Students will also be targeted by third-party websites promoting competitions to win a “perfect night in” for the winner and their housemates. The social media campaign will be managed by Karmarama.
Just Eat UK marketing director Lucy Milne said: “Take Me Out is a perfect fit for Just Eat. Like Take Me Out, takeaway is a cornerstone of many a household’s Saturday night, and we both allow people to have a bit of whatever they fancy, when they want it. With this in mind, we’ve reflected the tone of the show in our idents combining natural comedy with the sauciness of Take Me Out - a perfect recipe.”
The last series of Take Me Out generated an average 4.2 million viewers. It’s produced by Thames TV, FremantleMedia UK’s entertainment label.