Kenco Rappor signs £1.5m Channel 4/E4 sponsorship deal

Kenco Rappor, the coffee brand owned by Kraft Foods, has signed a £1.5m deal with Channel 4 to be the broadcast sponsor of a range of comedy, entertainment and reality programmes on Channel 4 and E4, including Banzai.

Kenco Rappor, the coffee brand owned by Kraft Foods, has signed a &£1.5m deal with Channel 4 to be the broadcast sponsor of a range of comedy, entertainment and reality programmes on Channel 4 and E4, including Banzai.

The deal is Kraft Foods’ largest broadcast sponsorship to date, and includes programmes such as Derren Brown, The People’s Book of Records, Bo Selecta 2, POV TV and the Comedy Lab, all on Channel 4, and Banzai and The Pilot Show on E4. It is the first time Channel 4 has packaged and sold these types of programmes in a sponsorship deal.

The 12-month, multi-platform deal, which starts on February 28, forms part of the Rappor “Live Now Sleep Later” integrated media strategy.

Judi Ainsworth, senior brand manager of mainstream coffee at Kraft Foods, says: “Cutting-edge comedy and entertainment delivers a young, sophisticated and contemporary audience and is a natural association with the Kenco Rappor brand. The strapline, “TV worth staying awake for”, is a direct reference to the nature of post watershed programmes.”

The deal was negotiated by Andrew Corcoran, sponsorship manager at Alliance, Zenith Optimedia’s sponsorship division, and Sharon Moore at Channel 4. J Walter Thompson will develop the creative executions for the sponsorship campaign.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here