Channel 4 has announced that Crabbie’s Alcoholic Ginger Beer will be the official sponsor for the return of its TFI Friday show hosted by Chris Evans.
The seven figure deal will run over the course of the ten episode series due to begin on 16 October.
The marketing campaign is themed around the line ‘Give it Some Ginger’- a play on the drink’s name and Evans hair colour - and will feature an eccentric central character turning inanimate objects, people and animals ginger in a series of live action 15 second spots.
Yorkshire-based creative agency Ponderosa designed the campaign for the show, which returns after 15 years following a hugely successful 90 minute special in June which attracted a peak audience of 4.2 million viewers.
Marketing controller at Crabbie’s, Claire Kelly, said the sponsorship represented an “excellent opportunity” for the brand and was a “perfect fit”.
Rupinder Downie, partnership controller at Channel 4 said that the partnership with Crabbie's “demonstrates perfect brand alignment with an inimitable Channel 4 brand on Friday nights, when 4 continues to deliver unrivalled young audiences”.
The new partnership was negotiated by Jane Hector-Jones, Channel 4’s group partnerships manager within its regional sales operation based in Manchester and Charlotte Dearsley, head of TV strategy, broadcast investment at Mediacom Manchester
Dearsley said Crabbie’s was “in the perfect position to capitalise on all the buzz and brilliance of the return of one of the most iconic British chat shows of all time”. She added that “the full licensing package including in store, on trade and competitions” will be seen as a “wide-reaching deal”.