KFC to sponsor 4Music show

KFC has signed up to sponsor a new unnamed programme on 4Music. The partnership will coincide with the national rollout of a new dessert range called Krushems.

The fast-food restaurant’s deal, which was negotiated by SPP, the sponsorship arm of Walker Media, will promote the new Krushems offering. Krushems are a new range of drinks combining icy slush, creamy dairy and crunchy bits. They will be available in four flavours: Maltesers, Oreo, Strawberry Shortcake and Caramel Crunch.

KFC will sponsor the 30-minute programmes in a year-long partnership with 4Music. The partnership includes a series of bespoke promotions across 2010, including competitions and VIP tickets.

The unnamed series will be broadcast on 4Music initially and then across the Box TV network and on late night Channel 4. 4Music claim it will be a “topical, monthly music entertainment show”.

Darren Khan, TV sales director at Bauer Media Brand Solutions, says: “KFC is the perfect brand to work with us on this new show. The new product Krushems appeals to the same target audience as 4Music, 16 – 24 year olds, who are modern, fun and energetic. This new partnership is another great example of how aligned two brands can be,”

Jennelle Tilling, vice president of marketing for KFC UK, adds: “We’re always looking for new and innovative ways to connect with our customers, so we’re very excited about this partnership with 4Music. It’s the first time we’ve done something like this, and we feel that the audience that tunes into 4Music is exactly the audience that will love our new Krushems.”

KFC’s parent company Yum! Restaurants recently promoted Pizza Hut’s UK marketing director for restaurants, Claudia Nicholls-Magielsen, to the new role of director of new concepts at KFC.

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