Just Eat and Travel Republic have signed up as sponsors for ITV’s flagship shows Love Island and Take Me Out.
From early 2020, Just Eat will enter into a two year partnership with ITV which will see it run a series of idents during the ad breaks throughout Love Island including catch-up shows ‘Unseen Bits’ and ‘Aftersun’. It replaces rival food delivery firm Uber Eats, which was this year's sponsor having paid a reported £5m for the tie-up.
Just Eat's campaign will extend beyond broadcast and be activated on social, CRM and PR as well as through its 35,700 partner restaurants in the UK.
The deal was brokered in partnership with Just Eat’s new media agency UM.
Matt Bushby, UK marketing director at Just Eat commented: “Our sponsorship of Love Island is our most significant commitment to TV sponsorship to date, bringing together the UK’s biggest food delivery brand with the UK’s most exciting entertainment property.
“With the show on air every night during the week, we’ll be able to amplify the message that you don’t have to wait till Friday or Saturday night to order your typical takeaway treat but that we cater for all food occasions, whether you fancy sushi, pizza, a Greggs sausage roll or a KFC.”
Meanwhile, in a deal brokered by Havas Media Group’s Jump and Arena Media, Travel Republic has signed up as sponsor of Take Me Out.
The sponsorship idents have been produced by recently appointed creative agency, The Corner, and will showcase the destinations available through the online travel agent. They will star 2019 Britain’s Got Talent finalist, comedian Kojo Anim, as the company’s new brand ambassafor. A supporting campaign will also run across broadcast, catch-up, digital and social media channels.
Christian Poole, marketing director for Travel Republic added: “This is an exciting time for Travel Republic, as we embark on our mission to ensure everyone gets the holiday they deserve at the moment they need it.
"Whether it is to celebrate those special occasions or simply to escape the everyday routine, we are educating audiences that at those moments, it’s ‘Time To Travel Republic’."
Last week, ITV revealed that its on-demand service ITV Hub had reached over 30 million registered users, thanks to hit shows like Love Island, which it claimed had attracted an additional 3.2 million registered users during June 2019.
The Hub sits at the heart of ITV’s plans to improve its fortunes after suffering a 5% decline in total advertising revenue over the six months to 30 June.