McCain has been named sponsor of ITV soap Emmerdale for the next two years.
The deal was negotiated on behalf of ITV Commercial by Omnicom Media Group’s content agency, Drum, and media agency PHD on behalf of McCain. The sponsorship is effective from 7 April and will span broadcast, online and mobile platforms, alongside a product placement agreement and licensing activity. The brand replaces Bet365bingo as sponsor.
Mark Hodge, marketing director at Yorkshire-based McCain – the area where Emmerdale is set – said: “Emmerdale is modern, family focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural, British produce.
“It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand.”
Gary Knight, commercial content director at ITV, added: “We look forward to working them to make this truly integrated partnership a great success.”
McCain’s sponsorship idents will be created by BMB.