Food brand Ginsters has struck a £2m deal to sponsor Five’s new Comedy Zone, which includes US sitcom Joey starring Matt Le Blanc in a reprise of his role in Friends.
Five says it is one of its biggest sponsorship deals and reflects the emphasis it is putting on its new comedy line-up, which begins on Sunday February 13. Also featuring in the Comedy Zone will be Two and a Half Men, starring Charlie Sheen.
The sponsorship package includes sponsorship credits, on-air promotional trailers and exposure in press and off-air marketing.
Ginsters sales and marketing director Peter Judge says the brand, which includes Cornish pasties, sandwiches and wraps and is worth £225m, aims to encourage an extra 2 million consumers this year. “This television sponsorship deal is key to achieving that target,” he says. Judge believes that Joey fits well with Ginsters’ brand message of “real honest food”.
The deal was brokered by Five sponsorship manager Rachael Wheeler and Adam Bishop at Starcom Motive. Joey continues the exploits of the Friends character Joey Tribbiani as he strikes out on his own and moves to Hollywood hoping to make it as an actor.