Alpen cereal bars to sponsor Grey's Anatomy

LONDON - Alpen bar, Weetabix's cereal snack, is to sponsor the new series of Five's hit US hospital drama 'Grey's Anatomy', which launches on Friday 9 April.

The creative, devised by Duke and Earl, begins with a close-up of a box of Alpen bars. The shot pulls back to show four attractive American doctors, linking the snack bar to the hospital show.

The sponsorship, negotiated by SPP and Walker Media, will include opening credits, break bumpers and closers throughout the 17-episode series.

'Grey's Anatomy' is set in Seattle and follows interns at the Seattle Grace hospital as they deal with the daily trials of treating patients while keeping their personal lives in check.

In February energy shot Lucozade Alert Plus signed up to be the sponsor of Five's Friday night drama 'The Mentalist' a week after the new series started. The deal was agreed too soon to the deadline for the creative to be produced in time for the first show.

Also in February, Five signed a deal with CBS Interactive to offer the programmes available on Five's online service Demand Five, such as 'Neighbours', through TV.com. The deal was the first for TV.com, which is CBS's rival to Hulu and SeeSaw.

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