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.