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Friday, 3 Sep 2010

Inside ITV

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Kiddicare.com goes Stateside with Katie & Peter

14th April 2009

Kiddicare.com, the number one online nursery retailer, has signed up as the broadcast sponsor of the new series of Katie & Peter:The Next Chapter Stateside on ITV2. This is the nursery retailer’s first ever TV sponsorship deal and forms a key part of its marketing strategy to cement the Kiddicare brand in family households across the UK.

The six-figure sponsorship deal runs across all 12 episodes, with the first episode hitting our screens on 16 April. The deal also covers the three repeated programmes on ITV2 and ITV2 +1, with further brand extensions on ITV.com and the Katie & Peter homepage.

The fly-on-the-wall documentary series follows one of the hottest and most popular couples in showbiz as they enter a new phase in their life and make their mark in the United States. Katie & Peter:The Next Chapter Stateside is the couple’s eighth documentary series and builds on the success of The Next Chapter, which was one of ITV2’s top five programmes in 2008.

Scott Weavers Wright, Partner at Kiddicare.com, said: "The statistics show that Katie & Peter is watched by millions of mums across the UK and as a nursery retailer, this sponsorship deal enables us to communicate with existing customers as well as creating brand awareness among new consumers. As a mother of three, Katie Price highlights the stresses of juggling a hectic work schedule and family life, further emphasising why mums demand a hassle-free online shopping experience from nursery retailers like Kiddicare.com."

The sponsorship deal was brokered by Murphy Varley Advertising, who also created and produced the sponsorship ident. The creative reflects the genuine warmth of Kiddicare.com and the friendly but amusing rivalry that exists between the stars of the show, Katie and Peter. Two pairs of hands battle for control of the computer to decide who chooses the products from Kiddicare.com.

There are a number of creative vignettes, all showcasing the product range and carrying the strapline: ‘Kiddicare.com - the baby store online’.