The brand has signed up to sponsor the latest series of the show, which will run for six months from this week. The sponsorship includes opening and closing credits and bumper breaks. It is aired on Sky 1, Sky 1 HD with repeats on Sky.
The show is hosted the by Noel Edmonds and sees kids testing adults’ general knowledge.
Alpro says the sponsorship “is the next step in the company’s drive to return the sector to double digit growth”. It will complement Alpro soya’s current marketing push which includes TV and print advertising, experiential marketing, direct marketing online and PR.
The company says: “The credits and bumper breaks are designed to amplify the current TV creative. They show children challenging the adults in their lives to keep up with them and join them in the activities they are doing, focussing on Alpro soya Original, chilled milk alternative and Alpro soya fruit yogurt alternatives.”
John Allaway, commercial director at Alpro UK adds: “We believe there is huge and untapped appeal in soya. This TV sponsorship is designed to specifically reach a wide audience over a sustained period. The show creates synergy with our biggest ever-marketing campaign in which the first executions feature the strapline ’recommended by kids for active grown-ups’ and illustrate the benefit of sustained natural vitality in a highly engaging way. Noel Edmonds is a firm favourite with our target audience and this sponsorship will help to drive Alpro soya brand awareness.”