Bernard Matthews in First-Ever TV Sponsorship

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Bernard Matthews starts its first-ever TV sponsorship next week. The UK’s eighth largest grocery brand will sponsor ITV’s daytime programme ‘Mum’s on Strike’. The deal is one of several media firsts this year for the brand, planned and bought by Initiative. The agency won the £7m account in November 2005. Creative is managed in-house.

Mums On Strike provides a good association with the brand and a great opportunity to reach its target audience.

The six week reality show will run Monday to Friday afternoons and continue the theme from series one of watching two families cope without mum, whilst she is taken to a spa to observe the family’s performance. The focus is on Dad – and Bernard Matthews’ sponsorship credits will portray scenes of the market leading cooked meats brand giving Dad a helping hand to cook for the family.

The TV sponsorship will include an interactive element with viewers encouraged to text in for recipe ideas and is continued online with a Bernard Matthews microsite within the ITV.com ‘Mum’s on Strike’ programme area, where consumers have the chance to win a spa day

In a further departure from the traditional FMCG heartland, Bernard Matthews’ new TV approach continues in July with the roll out of terrestrial interactive TV. The campaign is based on learnings from its first-ever interactive TV test, which ran across Sky and IDS channels in March. The campaign used a mini DAL to communicate cooking ideas and gave away a free Bernard Matthews recipe book.

Commenting on the new approach Kathleen Rigg, Initiative’s Joint Head of TV, says “TV is still very important for the brand’s core target audience of busy mums, but their lives have changed. Our new TV strategy reflects this, with greater brand interaction and contribution to consumers’ lives.” Luciana Limongelli, Sponsorship & Branded Content Executive at ITV Sales, said: “Mums On Strike provides a good association with the brand and a great opportunity to reach its target audience.”

For more information about Bernard Matthews visit http://www.bernardmatthews.com

ITV Sales sells television airtime and programme sponsorship on behalf of all the ITV1 regions as well as ITV2, ITV3, ITV4, Men & Motors and Irish terrestrial channel TV3. It also sells online sponsorship and digital media for ITV’s online properties as well as interactive TV opportunities.

For further information on ITV, please contact ITV Sales press office:

Louise Dorey

020 7316 3165/07887 735433

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