Actimel to sponsor GMTV with Lorraine
Actimel, the Danone owned probiotic drinking yoghurt, is to sponsor the breakfast TV show, “GMTV with Lorraine”.
Kelly joined GMTV when the breakfast station launched in January 1993.
The sponsorship deal was negotiated by Danone UK’s media agency MEC Access.
Advertising agency RKCR/Y&R has created 20 different Actimel TV spots.
Rob Bayne, senior brand manager at Danone UK, says: “GMTV with Lorraine is a breakfast institution, presented by one of the UK’s most popular and trusted personalities. It’s a great way to start the day and a perfect fit with Actimel. Our sponsorship will help us to connect with millions of mums, encouraging them to take on the day and raising smile in the process.”
Ray Magness, GMTV head of sponsorship and online, says: “We’re delighted to have Actimel sponsor ‘GMTV with Lorraine’ in 2010. In sponsorship, the association between the show and the sponsors product is all important and with Actimel it is an excellent fit, both with the programme values and, indeed, the audience we reach.”
