Lambrini backs Granada dating show with £1m

Marketing 12-Sep-02

Sparkling wine brand Lambrini has signed a £1m deal with Granada Enterprises to sponsor Mr Right, a new dating show on ITV1.

The six-week series, which airs later this autumn, stars Lawrence Gerrard-Wright, a former Army major seeking his perfect partner. Gerrard-Wright will select his ideal date from 15 women and the programme will see him eliminate one or more women each week. Viewers will be able to phone in to prevent him from eliminating their preferred date and cameras will cover each liaison.

Halewood International-owned Lambrini's tie-up with the show fits the brand's target audience of women aged between 18 and 35 and complements the drink's ad campaign which features the 'Girls Just Want to Have Fun' strapline. The sponsorship was negotiated by Granada Enterprises and MediaCom North.

ITV1 will be hoping that Mr Right does as well as I'm A Celebrity, Get Me Out Of Here. The show peaked on Sunday with more than 12 million viewers, a 52.7% share.