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

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