We’ve got a huge Autumn in store with some incredible new dramas on-screen and I’m delighted to welcome Laithwaites as our brand new Official Wine Partner for ITV Drama. This is a great example of a really collaborative effort, working with the brand, media agency and ITV Creative to create a selection of bespoke, contextual adverts that will reach a key audience around our dramas.Mike Barrett, ITV Group Sales & Partnerships Controller
ITV and Laithwaites Wine today announce a new partnership, developed in partnership with Medialab, which will see Laithwaites become the first Official Wine Partner of ITV Drama.
The collaboration will see 12 new contextual TV adverts, produced by ITV Creative, exploring the ‘drama in every drop’ of Laithwaite’s wines. They will be broadcast around ITV’s new dramas this Autumn including The Larkins, Hollington Drive, The Long Call and Midsomer Murders, and the campaign launches this Friday in the new series of Grantchester.
Rupert Ellwood, Laithwaites Marketing Director, said: “We’re incredibly excited to be the Official Wine Partner of ITV Drama, and have worked together to create a new series of adverts and content which bring our range of wines to life. As the UK’s leading home delivery wine business, helping customers enjoy wine in new and exciting ways is extremely important to us - all reinforced by our belief that great wine brings people together.”
Laithwaites and Medialab have worked creatively and collaboratively with our brilliant partners at ITV to develop a bespoke, creative and engaging brand platform to build and diversify Laithwaites’ customer base by bringing to life their world of exciting wines within the very best dramas on TVSteve Parker, Executive Director, Medialab
Alex Mathieson, Creative Director, ITV Creative said: ”The Laithwaites drama partnership was a chance to celebrate the perfect collaboration of world-class wines and iconic ITV drama. The ITV Creative team were hugely proud to create a suite of short twenty second spots, that showed our viewers the pleasure of pairing their favourite ITV dramas with Laithwaites hand-picked wine.
Creatively we wanted to celebrate the journey from box to table, whilst adding a dramatic feel to the way we shot the product, all achieved through the use of shallow focus and slow motion. In essence we wanted to capture the intimate pleasure Laithwaites wine delivers… After all, there’s drama in every drop.”
