Cadbury reveals Heartbeat TV idents

Delaney Lund Knox Warren & Partners has created a series of idents to support Cadbury Hot Chocolate's sponsorship of the ITV1 drama Heartbeat.

The brand, produced by Premier Foods under licence from Cadbury, is investing £1.6 million in the sponsorship - its first TV presence for 18 months.

DLKW has created a series of idents based on the idea that by watching Heartbeat with a cup of chocolate in your hand, there is no need for other comforts such as a pair of slippers.

The idents feature several scenarios where novelty orange slippers have to face up to a new life after being abandoned in favour of Cadbury Hot Chocolate. They use the endline: "Bye bye slippers."

Heartbeat, returning for a 14th series this autumn, was seen by Premier Foods as the ideal vehicle for sponsorship because of its audiences of around ten million with a female bias.

The programme has not had a sponsor since 2001, when a three-year deal with Yorkshire Tea expired. Alliance, the sponsorship division of ZenithOptimedia, Premier Foods' media agency, brokered the deal.

The idents were created by Paula Marcantonio and Keith Terry. They were directed by Patrick Bergh at Partizan.

DLKW consolidated its place on the Premier Foods roster earlier this year when it picked up the Ambrosia rice account.

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