Orange juice brand Tropicana signed a new sponsorship deal with Channel 4 this week which, for the first time, covers programming on both the Channel 4 portfolio and UKTV channels. The seven-figure deal will run from the 7th of March to the 31st of December 2011, covering food programming across Channel 4, More4, UKTV’s Good Food channel, 4oD on PC, TV and PS3 along with sponsor branding on Channel4.com and GoodFoodChannel.com.
This cross network sponsorship enables Tropicana to be associated with some of the best of Britain’s cookery talent with chefs ranging from Jamie Oliver, Gordon Ramsay and Heston Blumenthal on Channel 4 to, Gary Rhodes, Rick Stein, Nigel Slater, Nigella Lawson and Madhur Jaffrey on Good Food. The deal was negotiated by John Scurfield at OMD and the creative agency was DDB.
John Scurfield, Sponsorship Manager at OMD, Fuse said: “This ambitious sponsorship is the first time we have bought a sponsorship across Channel 4 and UKTV and the result is a great partnership for Tropicana which sees them on air every day for the rest of the year.. This bespoke package covers the best premium food talent in the UK and has created a campaign which combines a unique audience of hard to reach viewers on Channel 4 with vital daily presence and frequency on Good Food.”