Domino's has struck a multimillion pound deal with Channel 4 to sponsor Hollyoaks from Monday 12 January.
The two-year partnership will see the pizza delivery firm’s branding visible around the broadcaster’s long-running drama Hollyoaks on Channel 4, E4 and 4oD.
Global creative agency Iris created the sponsorship idents featuring a fictional production crew filming on the set of Hollyoaks as they are interrupted by a deliveryman stating: “Who ordered Domino’s?”
The deal was brokered by Channel 4 Sales, Havas Media Group agency Arena, alongside production house Lime Pictures.
Simon Wallis, sales and marketing director at Domino’s, said: "Our long-term sponsorship will see Domino’s Pizza dominate early evening TV viewing and ensure we are speaking to the heart of our core audience just when they are thinking about how to solve their hunger pains.
“Hollyoaks is giving us tremendous creative opportunities to ensure this partnership lives beyond the TV screen thus allowing us to play around with our unique tone of voice and develop targeted communications. We are excited to expand these further with Lime and Channel 4 over the coming months.”
Hollyoaks attracted an average audience of 2.3m viewers per episode in 2014.