Sainsbury’s To Sponsor ITV Showcase Dramas

ITV Commercial today announced Sainsbury’s as the new sponsor of its premium Showcase Drama package.

The fully integrated sponsorship package includes broadcast, online, mobile and licensing and kicks off on Sunday 6th September.

The sponsorship is part of the new Sainsbury’s food strategy and will be a core element in bringing ‘Live well for less’ to life every day through food. It forms the backbone of a sustainable long-term communications framework that taps into the rhythms of our target consumers’ lives (focusing on their relationship with food) throughout the year. Being the sponsor of ITV Showcase Drama plays an important part in reaching consumers with a consistent Sainsbury’s food point of view in a regular and timely way.

The ITV Showcase Drama package spans a selection of ITV’s drama properties, including exciting new launches such as Unforgotten and Peter and Wendy and popular returning series such as Doc Martin and Prey.

Gary Knight, Commercial Content Director, ITV said: “ITV’s track record in Drama is unrivalled in the commercial sector and our Showcase Drama package features some of the best new and returning Drama on UK television. We are delighted to have secured an equally premium partner in Sainsbury’s as the sponsor of this prolific property.”

Annie Dawson, Head of Campaign Management at Sainsbury’s, said: “We’re passionate about offering great quality, everyday food to inspire households that are cooking the meals that matter to Britain.  As part of our Twist your Favourites campaign, we hope our sponsorship of ITV’s Showcase Drama will play a great part in reaching our customers.”

The sponsorship was planned and negotiated by PHD and the idents will be created by AMV.