McCain extends Film4 sponsorship with comedy duo sketches

McCain Wedges is partnering with Film4 to launch a five month campaign of comedy sketches starring Armstrong and Miller.


The series of clips entitled “4FilmsFor…” supports the Wedges’ “perfect for sharing” strapline and will feature the comedy duo in a variety of common home scenarios, referencing films such as Zoolander and Terminator 2: Judgment Day.

There will be 10 sketches in total, with two released on Film4 each month from Christmas day (December 25) until June 2011 when the campaign comes to a close.

The TV campaign will be supported by an on-pack promotion, running next year from March until June, asking customers to submit their four favourite films for sharing.

Customers can also interact with the promotion and watch the clips on Facebook, Twitter and the website.

McCain Wedges brand manager Claire Stewart says: “Securing high profile comedians and producing top quality content will ensure we strengthen our sharing proposition whilst entertaining and deepening our relationship with our consumers.”

McCain Wedges currently sponsors the 9pm “Film on Film4” slot and also partners with LoveFilm and Sky Movies Comedy.

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