ITV and Dolmio in Saturday night tie-up

ITV has struck what is thought to be a multi-million pound sponsorship deal with Dolmio, which will see the Italian sauces brand targeting families watching TV programmes such as Britain’s Got Talent and X Factor on Saturday nights.

Dolmio sponsor Saturday night primetime on ITV
Dolmio to sponsor ITV primetime on Saturday nights.

The partnership will see Dolmio’s families of puppets appear on air and across ITV’s digital platforms, whilst ITV will lend its branding on-pack across Dolmio’s products to promote a series of competitions.

Dolmio is hoping the on-air idents in particular, which will feature the strapline “Dolmio, bringing families together on Saturday night with ITV” will showcase the brand’s links with family “enjoyment and togetherness”.

The activity will launch on 28 December on ITV’s flagship channel and will continue to air within primetime family shows on Saturday nights throughout 2014. The partnership was negotiated by ITV and ZenithOptimedia and planned by Mediacom on behalf of Dolmio owner Mars.

Ruth Snowdon Gough, Dolmio Italian portfolio director, says: “Dolmio really is the spark that brings people together. Our family favourite Italian inspired meals help get conversations going and laughter flowing around the table. Working with Saturday nights on ITV will allow us to create more of these moments for families everywhere in 2014.”

ITV struck a similar Saturday night tie-up with Coca-Cola in 2010, under the strapline “Saturday night tastes better with Coca-Cola and ITV1”. The partnership ended in October 2012.

Video: Coca-Cola and ITV1 ‘Saturday night tastes better…’ ident

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