Domino's Pizza strikes two-year Hollyoaks sponsorship deal

Domino's Pizza has agreed a multi-million pound deal to sponsor youth-focused soap Hollyoaks for two years from next Monday.

The deal will include Domino’s branding around the show on Channel 4, E4 and 4oD, the video on-demand platform, from Monday.

It has released an ident that features a lady trying to identify a criminal, however the last man in the police line-up is a Domino’s delivery man. A voiceover says, "Who ordered a Domino’s?"

Another ident shows a fictional production crew on the set of Hollyoaks interrupted by a Domino’s delivery.

The idents have been created by Iris. Andy Taylor was the creative director, and it was directed by Kirk Jones through Tomboy.

Rupinder Downie, the partnership controller at Channel 4, said: "Hollyoaks provides Domino’s with the perfect platform to engage with Channel 4’s uniquely sizeable 16 to 34 audience nearly every day of the week and we’re looking forward to working with Domino’s over the next two years around a show that continues to go from strength to strength.

"Whilst broadcast sponsorship lies at the heart of this partnership our relationship with [Hollyoaks production company] Lime Pictures provides additional exciting licence and activation opportunities."

Nick Scott, the group partnership manager at Channel 4 sales, and Daren Benton, the head of partnerships at media agency Arena, brokered the deal.

Simon Wallis, the sales and marketing director at Domino’s, said: "Our long term sponsorship will see Domino’s Pizza dominate early evening TV viewing and ensure we are speaking to the heart of our core audience just when they are thinking about how to solve their hunger pains.  

"Hollyoaks is giving us tremendous creative opportunities to ensure this partnership lives beyond the TV screen thus allowing us to play around with our unique tone of voice and develop targeted communications."

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