Bernard Matthews to sponsor ITV's 'Mum's on Strike'

by Joe Lepper, Brand Republic 27-Apr-06, 10:35

LONDON - Food brand Bernard Matthews is to launch its first foray into TV sponsorship, with a deal brokered by Initiative with ITV1 daytime show 'Mum's on Strike'.

The firm, which specialises in cooked meats, will sponsor idents on the show, which starts its second series on May 8 from Monday to Friday as part of a six-week run.

The show looks at how families cope under the sole charge of dads, while mums are taken to a luxury spa and the idents carry on this theme by showing how the brand helps dads to cook.

The sponsorship deal also includes an interactive element with viewers encouraged to text in for recipes. There is also a link to a Bernard Matthews-branded microsite on the show's section on ITV's website itv.com.

Luciana Limongelli, sponsorship and 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."

This latest move is part of an overhaul of Bernard Matthews media activity since Initiative won the £7m account last November. This will also include an interactive TV campaign to launch in July.

Kathleen Rigg, Initiative joint head of TV, said: "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 an contribution to consumers' lives."

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