Alpro to sponsor Are You Smarter than your Ten Year Old?

Alpro soya has signed up to be the new sponsor of BSkyB’s ’Are You Smarter than your Ten Year Old?’.

Alpro ident

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.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


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