Ginsters signs £2m Five sponsorship deal

Food brand Ginsters has struck a £2m deal to sponsor Five’s new Comedy Zone, which includes US sitcom Joey starring Matt Le Blanc in a reprise of his role in Friends.

Five says it is one of its biggest sponsorship deals and reflects the emphasis it is putting on its new comedy line-up, which begins on Sunday February 13. Also featuring in the Comedy Zone will be Two and a Half Men, starring Charlie Sheen.

The sponsorship package includes sponsorship credits, on-air promotional trailers and exposure in press and off-air marketing.

Ginsters sales and marketing director Peter Judge says the brand, which includes Cornish pasties, sandwiches and wraps and is worth £225m, aims to encourage an extra 2 million consumers this year. “This television sponsorship deal is key to achieving that target,” he says. Judge believes that Joey fits well with Ginsters’ brand message of “real honest food”.

The deal was brokered by Five sponsorship manager Rachael Wheeler and Adam Bishop at Starcom Motive. Joey continues the exploits of the Friends character Joey Tribbiani as he strikes out on his own and moves to Hollywood hoping to make it as an actor.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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