Asda to sponsor revived ITV gameshow The Price is Right

Asda is to sponsor ITV1 daytime quiz The Price is Right as it strives to underline its “value” credentials.

It has also secured off-air rights to the show from producer Fremantle, which could lead to the supermarket launching The Price is Right-branded products.

The six-figure deal marks the Wal-Mart-owned supermarket’s first broadcast sponsorship. It will cover the seven-month, 150-weekday episode run of the resurrected gameshow made popular by presenters Leslie Crowther and Bruce Forsyth. The first episode airs later this month, hosted by comedian Joe Pasquale.

The deal was negotiated by Carat Sponsorship with ITV Sales, and will include the interactive offering, with mobile activity also expected. Sponsorship credits have been created by Publicis, which holds the supermarket’s creative account.

The sponsorship marks another shift in strategy for Asda, which has replaced its “Pocket the difference” strapline with “More for you for less”.

The current campaign aims to continue Asda’s commitment to cutting prices, while informing customers that it is becoming “more than just a retailer offering low prices”.

Two months ago it appointed roster agency Inferno to its &£10m consolidated in-store account following a three-way pitch.

Carat Sponsorship sponsorship manager Krane Jeffery says the Asda brand and daytime show fit perfectly: Asda’s commitment to delivering competitive pricing is “perfectly reflected in the values of The Price Is Right”, he says.

⢠ITV Sales has also announced a sponsorship tie-up with car manufacturer Mitsubishi, which will sponsor the broadcaster’s boxing coverage and the second series of ITV4 show The Contender. The deal marks Mitsubishi’s first foray into broadcast sponsorship, and will promote new utility vehicle L200. Manning Gottlieb OMD negotiated the deal.